Winfluence - The Influence Marketing Podcast

By Jason Falls

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Subscribers: 3
Reviews: 1

Jason Falls
 Aug 19, 2021
Yeah, it's my podcast. But I get a vote, right? Plus, I'm just testing Podcast Republic out and wanted to see the interface. It's a good show. Check it out if you are interested in influencer marketing at all.

Description

Want Instagrammers and YouTubers to mention your brand? Or do you want to influence an audience to buy your product? Winfluence - The Influence Marketing Podcast explores the world of influencer marketing from a strategic perspective to help your influence efforts align with driving business value. Host Jason Falls, author of the companion book Winfluence: Reframing Influence Marketing to Ignite Your Brand, interviews brand managers, agency strategists, software vendors and influencers themselves to uncover the art and science of influencing audiences to try, buy or think differently. There's a difference between using influencers and actually influencing. Discover that difference and explore both online and offline influence on Winfluence.

Episode Date
Solving the Creative Gap in Snack-able, Vertical Video for Agencies
2319
The world of social media and content is changing … again. It does that every so often. Unfortunately. more often than we probably care for it do so. Where Instagram, then Instagram Stories were the content du jour for influencers and, thus brands, a year or so ago, now our focus is on snack-able, vertical video. Thanks TikTok. Actually, platforms like TikTok, Instagram Reels and YouTube Shorts are just a continuation of the evolution of what consumers consume. Now, we can get into a chicken-and-egg discussion about what caused this. Did the social networks prioritize vertical video content that forced people to consume it? Or are people really so dumb they can’t turn their phone 90-degrees and watch a video the way it was meant to be viewed … horizontally? The cause doesn’t matter. The effect is in full force. TikTok is currently the dominant social content channel and mechanism consumers are spending time with. Instagram has responded with algorithm changes and outright guidance that short-form video is its priority.  That presents an interesting challenge for brands and agencies whose creative departments are art school grads and cinematographers. That also created the space influencers and online content creators needed to emerge as highly relevant and useful partners for those brands and agencies. Where traditional creatives have perhaps been slow to adjust to creating short-form, snack-able and vertical content, TikTok-ers and Instagrammers have jumped in.  Lena Katz and the team at Ampersand recently announced an interesting solution and approach to that agency creative gap for this content demand. Lena is the content and creator strategy lead at Ampersand. It is a production company that works on video and film production from big budget commercial shoots to TikTok-like snack-able videos.  A few weeks ago, Ampersand announced an offering for its clients called creator integrated services. They pull online content creators in at any and all steps of the marketing creative process to deliver better social video content, and underlying marketing campaigns, for the brands and agencies it works with. Lena also happens to have served a short stint at TikTok, so he had a look-see behind the curtain of the explosion that is that social network. I asked her to come on the show and tell us more about how Ampersand is solving the creative gap issue, how to overcome client objections to creator programs and a lot more.  Pay attention here folks, Lena’s thoughts on the industry and how to tackle certain issues is smart stuff. And it’s coming up on Winfluence.  This episode of Winfluence is presented by Tagger, a complete influence marketing software solution. Check them out for a demo today at jason.online/tagger. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 26, 2022
Get out the vote! Winfluence needs your help for the Top Marketing Podcasts of 2022
151
Winfluence was nominated to be a part of Guru Events' Top 50 Marketing Podcasts of 2022. Now, the creators have arranged for four shows at a time to go up against one another in an NCAA Tournament-style bracket to determine which is (allegedly) the top podcast for the year in the category. Winfluence is up this week against three other great podcasts, but is far behind in the voting. Get out and vote for Winfluence to support Jason's competitive drive and have a little harmless, silly fun for our community! Go to https://jason.online/vote and pick Winfluence! Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 20, 2022
The Content Creator-to-Media-Empire Path of Black Southern Belle
2214
The world of content creators is deep and wide. There exists literally at least one creator for almost every interest or niche out there. Part of what I love about being an influence marketing strategist is discovering new, interesting, creative people who connect with audiences in fun ways. If they make sense to work with a client I’m helping, I get super excited. In addition to the diversity of topics the world of content creation offers is the diversity of business models, sizes and scopes of a creator’s per view. What I mean by that is some creators focus on one channel or another and do the occasional brand deal to monetize their content there. That’s the standard expectation for an influencer I think. Still others see their content creation as a business, not a hobby with an income. They may see each of their channels as a revenue stream and optimize their content and sales acumen accordingly.  Take that a step further and a content creator has the mind of a publisher. They’re a media channel and reach audiences in multiple ways. They have blogs and social networks for publishing written content. They have those social networks and YouTube to run their own television network. They have podcasts to have a radio network and so on.  Michiel Perry is one such creator. It’s no surprise she sees her Black Southern Belle channels as a media empire of sorts. She spent several years in the “real world” as a public policy communications professional. She worked for the U.S. State Department and Google, among other places. So she came into this content creator world knowing a thing or two about the business.  I wanted to talk to Michiel for a couple of reasons. I knew she was a successful content creator, but one who had expanded beyond that label to running a media company in the social-first world we live in. She’s also unique in that her social channels are very much about the community around Black Southern Bell, not just her perspective.  That’s old school social media. And I like it. But, as I’m also want to do, I saw an opportunity to talk to her about race and its impact on her world that maybe we who don’t live in the world of the disenfranchised understand.  And as I culled back through her content to prepare for the conversation, one post caught my eye that I knew I had to talk to her about. I think you’ll appreciate that part of the conversation, too. This episode of Winfluence is presented by Tagger, a complete influence marketing software solution. Check them out for a demo today at jason.online/tagger. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 19, 2022
FEED DROP: B2B Influencer Wisdom from SAP's Rachel Miller via The Business Storytelling Podcast
1938
You regular listeners are probably wondering what’s up with an episode drop on a Thursday. We’ve gotten into a nice weekly rhythm here on Winfluence. But today, I have a treat for you. We’re going to drop in on an episode from The Business Storytelling Podcast hosted by my friend Christoph Trappe. He’s a smart content marketing guy who, as his show’s title might imply, focuses on storytelling for brands and businesses. I was going through his old episodes and found a really good one I thought you should hear, so I reached out and we agreed to each air an episode of each other’s shows to our respective audiences.  His and my hope is that if you like his show you hear today, you’ll jump over and subscribe so you don’t miss a future episode of The Business Storytelling Podcast, too. It’s worth adding that to your feed, for sure. Now, the episode I wanted you to hear is actually a couple of years old, but it’s with Rachel Miller of SAP. She is a brand-side innovator and thought leader in the influencer marketing space. Christoph and Rachel talk about influencer marketing overall, but then get into the ins and outs of B2B influencers, big brand influencer programs and beyond. It’s a useful listen, so we’ll drop that in on today’s show.  Folks if you haven’t heard, well you haven’t been listening. But Tagger is one fine influencer marketing platform. They are our presenting sponsor and man, does Tagger come in handy for me. I actually sat out to find creators in a very odd and specific niche last week, but instead of going straight to Tagger’s discovery tab and searching for a keyword or topic, I went to its Signals feature. This is where you can drop that keyword or set of keywords and see how much chatter about that brand or topic is out there on the web, then identify the influential voices talking about it. That gives you a head start on finding the more right influencers for your brand or project. I could go on, but you know I use Tagger every day for the influence strategies I work on for my clients. You should at least check it out. Do a free demo at jason.online/tagger today. No commitment or anything, just see how it works.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 15, 2022
Exploring the Nuances of Global and Luxury Marketing with Influencers
1631
The primary reason I like to interview people about this wild, wonderful world we work in is that I know I don’t know everything. Even though we talk about a lot of the topics that I consider myself fairly well schooled or experienced with, someone else always brings a different perspective to the table. It’s the accumulation of those different perspectives that I feel makes me, and I suppose, you, smarter. We’re better at our jobs because we listen to someone else’s perspective, even if it’s about something we fell comfortable that we know well. I had the great pleasure of being a guest on Lara Schmoisman’s podcast, Coffee No. 5, a few months ago. I didn’t know Lara before we did the interview, but as I prepared and then chatted with her, I realized … here’s someone with a world of different perspectives I need to know more from. Lara is a luxury marketing specialist which is a category I definitely want to know more about. She’s also a global marketing expert. She works with clients around the world and can bring the experiences of working in different countries, cultures and languages to the table, too. Lara is based in L.A., but is originally from Argentina. Her take on marketing and branding has created a nice following for her in the industry, not just on her podcast, but through her work at her agency, The Darl. I invited Lara to come on the show and talk to us about all those things and give us a little different perspective. Today's episode is brought to you by Zencastr and Basecamp. I'm excited to tell you more about them, because I use them both. All the interviews I record for this show are captured with Zencastr. I've used it for years to capture high-quality audio over the web. It does high-quality video, too. Zencastr records each guest locally … the file is saved to their computer … then it uploads the crystal clear audio and video right into a cloud folder and the Zencastr suite so you have high-quality raw materials to work with. Get 30% off a pro account at zen.ai/winfluence. And if you’re wondering how I keep all my work organized for this podcast and all the influence marketing strategies I’m working on for clients out there? That’s easy. Basecamp. I’ve been using it for project management and team communications for almost two decades. Basecamp is all about simplicity. It’s designed to give you and your team the tools you need to get work done. Messages, to-dos, file storage, chat, calendar and more. Bring all-in-one project management to your business. There’s a 30-day free trial. You do not need a credit card to try it. Go to jason.online/basecamp. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 12, 2022
The Five Tells That Mean You Should Pass on Hiring an Influencer
1013
Does the name Sam Farha mean anything to you? If it does, you’re probably a fan of poker. Farha is a rather famous professional poker player. He is most know, however, for a hand he lost. In 2003 Farha was on the verge of elimination from the World Series of Poker Texas Hold ‘Em Main Event … the one you typically see on ESPN. In fact the 2003 tournament, and Sam Farha’s role in it, helped make televised Texas Hold ‘Em tournaments a ratings boon for the network. Farha found himself down early after losing a big hand and almost dropped out voluntarily. Friends encouraged him to keep playing. He was a fairly accomplished player, mind you. And he did. And he won hand after hand. Farha reached the final table and meticulously worked his hands until only one man stood between him and his first-ever World Series of Poker title. That one man was a newcomer to the sport. The odds were certainly stacked in Farha’s favor. But that one man was observant. He watched Farha for hours on that final table, looking for a tell. That is what poker players call some action a player takes or a reaction they have that indicates they either have a great hand. Or they have crap.  You see, the art of playing poker is the art of keeping your opponents guessing. Do you have a good hand when you place a big bet, so they should fold? Or are you bluffing, so they should call or raise to put the pressure back on you to stay in and not lose any money.  The newcomer standing between Farha and his first World Series of Poker bracelet was Chris Moneymaker. He studied Farha for hours playing at that final table and noticed he did something different when he was bluffing versus when he had a strong hand. He tapped his cigarette on the table.  At a crucial point in the match, Farha went all-in with a pair of jacks and was bluffing. But he tapped his cigarette. Moneymaker called. He had two pair. They survived the final turn of the card to make the unknown accountant from Tennessee, the 2003 World Series of Poker Main Event Champion.  Did you know that influencers and content creators have tells too? Today on Winfluence, I’ll share the five tells that reveal insights about an influencer that throw up red flags and often make me choose someone different.  Today's episode is brought to you by Zencastr and Basecamp. I'm excited to tell you more about them, because I use them both. All the interviews I record for this show are captured with Zencastr. I've used it for years to capture high-quality audio over the web. It does high-quality video, too. Zencastr records each guest locally … the file is saved to their computer … then it uploads the crystal clear audio and video right into a cloud folder and the Zencastr suite so you have high-quality raw materials to work with. Get 30% off a pro account at zen.ai/winfluence. And if you’re wondering how I keep all my work organized for this podcast and all the influence marketing strategies I’m working on for clients out there? That’s easy. Basecamp. I’ve been using it for project management and team communications for almost two decades. Basecamp is all about simplicity. It’s designed to give you and your team the tools you need to get work done. Messages, to-dos, file storage, chat, calendar and more. Bring all-in-one project management to your business. There’s a 30-day free trial. You do not need a credit card to try it. Go to jason.online/basecamp. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 05, 2022
Leveraging Podcasts to Enhance Your Brand of Influence
2068
Winfluence is not a podcast about podcasts. There are plenty of those out there. I listen to 2-3 to keep myself informed about the tips and tricks, ideas and innovations in the space. There are far more qualified people out there sharing that type of content specific to genre. Podcasts, however, are content creations of content creators who leverage those mechanisms to build audiences and influence. And so they fall squarely in the crosshairs of what we need to know and explore on the show. I’ve said before owned content mechanisms like blogs and podcasts, email newsletters and the like are an important category of creation influencers everywhere need to pay attention to. In this episode, we’re going to hammer that home a bit.  One of the podcasts about podcasting I listen to is The Business of Podcasting. Christopher Hines, or The Coach Chris as he is known online, offers up short, informal but informational riffs on how to leverage podcasts to make money, drive value for your business and more. He mixes in an occasional guest and is just useful for new and emerging podcasters. Chris is also the man behind the Personal Branding Playbook. Both shows are on the Marketing Podcast Network, which I run and Winfluence is a part of as well. Being exposed to Chris’s wisdom and straightforward coaching ideas compelled me to have him come on the show and share a bit of his knowledge with you, too. Today we’ll talk about why you content creators need to consider podcast. Who may not need to. And then we’ll dive into the ways you can make money from your podcast. Welcome to two new sponsors to Winfluence this month! Today's episode is brought to you by Zencastr and Basecamp. I'm excited to tell you more about them, because I use them both. All the interviews I record for this show are captured with Zencastr. I've used it for years to capture high-quality audio over the web. It does high-quality video, too. Zencastr records each guest locally … the file is saved to their computer … then it uploads the crystal clear audio and video right into a cloud folder and the Zencastr suite so you have high-quality raw materials to work with. Get 30% off a pro account at zen.ai/winfluence. And if you’re wondering how I keep all my work organized for this podcast and all the influence marketing strategies I’m working on for clients out there? That’s easy. Basecamp. I’ve been using it for project management and team communications for almost two decades. Basecamp is all about simplicity. It’s designed to give you and your team the tools you need to get work done. Messages, to-dos, file storage, chat, calendar and more. Bring all-in-one project management to your business. There’s a 30-day free trial. You do not need a credit card to try it.   Go to jason.online/basecamp. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 29, 2022
How Gary Arndt Engineered a Meteoric Rise to Podcasting Dominance
2183
This is episode 178 of Winfluence. I don’t typically count or even add the episode number to the shows because I’ve always thought episode numbers were more of an internal cataloging system for the podcaster and listeners don’t care.  I keep track, but it’s easier to just search for the guest or topic on my website or even the podcast apps than have to remember numbers. Thanks to mobile phones, who has brain capacity to remember numbers anymore.  But I call out episode 178 today because this episode is the first with a repeat guest. Gary Arndt joined us in January of 2021 to talk about becoming influential via a podcast. He’s the host of Everything Everywhere Daily. That daily dose of history and trivia launched when the pandemic wiped out Gary’s other business. He was a travel and tourism blogger, photographer and podcaster. His industry shut down thanks to COVID.  Gary was out of a job and out of income. He didn’t have anything to do so he threw himself into starting a podcast, but running it like a business. He very quickly went from in the red to in the black. When we last spoke, Gary was hitting around 60,000 downloads per month. That was about six or eight months into his new venture. He is now more than 10 times that in terms of monthly downloads. By the end of this year, he’ll likely hit one million monthly downloads. And Gary is one man researching and writing one show per day from his basement. He’s an independent podcaster. Us indy folks don’t typically hit one million downloads in a year, much less a month.  In this episode we revisit Gary Arndt, who tells us the lessons he’s learned from trying everything, testing, iterating and climbing his way from zero to hero in the podcasting space. He shares the best methods to grow and a little of where his show has taken him, that he didn’t expect. A lot of the advice Gary has for us correlates to growing your influence on social networks. But if you’re keenly interested in podcasting and getting specific advice on how to go big or go home, get ready to take some notes.   Welcome to two new sponsors to Winfluence this month! Today's episode is brought to you by Zencastr and Basecamp. I'm excited to tell you more about them, because I use them both. All the interviews I record for this show are captured with Zencastr. I've used it for years to capture high-quality audio over the web. It does high-quality video, too. Zencastr records each guest locally … the file is saved to their computer … then it uploads the crystal clear audio and video right into a cloud folder and the Zencastr suite so you have high-quality raw materials to work with. Get 30% off a pro account at zen.ai/winfluence. And if you’re wondering how I keep all my work organized for this podcast and all the influence marketing strategies I’m working on for clients out there? That’s easy. Basecamp. I’ve been using it for project management and team communications for almost two decades. Basecamp is all about simplicity. It’s designed to give you and your team the tools you need to get work done. Messages, to-dos, file storage, chat, calendar and more. Bring all-in-one project management to your business. There’s a 30-day free trial. You do not need a credit card to try it.   Go to jason.online/basecamp. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 22, 2022
Are Talent Managers & Managed Services Gouging Creators?
1523
At the end of each show, I offer you up the opportunity to ask a question or throw out a topic you’d like my take on to inspire a show. You’re always welcome to do that by emailing me. The address is jason@jasonfalls.com. I love it when you do because it gives me a good topic to talk about and it probably helps your fellow listeners and Winfluence community folks learn, too. I also have people in the industry reach out about trends and problems they’re seeing. When one piques my interest, that topic becomes a show as well. Today’s is one of those. Sam Mendel and Saranga Pagadala are two young whippersnappers who have dreamed up a different take on an influencer marketing platform, but one that is informed and inspired by what they see as an industry issue. They reached out and said talent agents and managed services are taking too much of an influencer’s earnings.  As you can imagine, that raised an eyebrow on this face. I work with talent agents all the time. They provide a valuable service to their clients, the end creators, so they can focus on creating. But when Sam and Saranga said they’ve seen up to 40% commission rates, I asked them to tell me more. We spent some time going through the issue and touched on CashU which is their new entry into the influencer marketing space. You can find it at textcashu.com. As you can probably guess, it’s an influencer marketplace and discovery platform that operates mostly as a text platform. Worth checking out if you’re a creator or company looking to engage micro- and nano-influencers.  They had some interesting things to say. I’d be interested to hear if your experiences align with theirs and what you think after you listen today. We have two new sponsors to welcome to Winfluence this week. Today's episode is brought to you by Zencastr and Basecamp. I'm excited to tell you more about them, because I use them both. All the interviews I record for this show are captured with Zencastr. I've used it for years to capture high-quality audio over the web. It does high-quality video, too. Zencastr records each guest locally … the file is saved to their computer … then it uploads the crystal clear audio and video right into a cloud folder and the Zencastr suite so you have high-quality raw materials to work with. Get 30% off a pro account at zen.ai/winfluence. And if you’re wondering how I keep all my work organized for this podcast and all the influence marketing strategies I’m working on for clients out there? That’s easy. Basecamp. I’ve been using it for project management and team communications for almost two decades. Basecamp is all about simplicity. It’s designed to give you and your team the tools you need to get work done. Messages, to-dos, file storage, chat, calendar and more. Bring all-in-one project management to your business. There’s a 30-day free trial. You do not need a credit card to try it.   Go to jason.online/basecamp.   Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 15, 2022
Building Smart Influence Approaches While Instagram Changes its Algorithms
2359
Instagram is changing its algorithm and user experience. Kylie Jenner isn’t happy about it. She once critically wounded Snapchat by saying she never goes there anymore. Now she’s created a PR issue for the platform. But the changes to Instagram go far beyond pissing off a Kardashian. Instagram is now outwardly saying video is better. They’re prioritizing it over the their heritage approach of photography. They’re also testing features that are much like TikTok. This is largely because TikTok is beating them at the game of creating stickier user experiences. Instagram can’t continue to dominate the social media platform usage among a certain population if the Joneses have built a better mousetrap. So they have to keep up. And these changes change the way influencers and creators have to approach their roles. It also changes the way brands need to think about influencers.  Katie Stoller has been watching the algorithm changes, and Kylie Jenner’s reaction, along with the rest of us in the space. She’s an influencer marketing and public relations consultant and pro. I invited her to come on the show to talk about the layered complexities of the influencer space, how to design the right solutions for brands and clients when its hard to know what size influencer, what type of creator, what type of content and such will work. But I invited her to do that the week the Kylie Jenner re-post of a meme begging Instagram to let Instagram be Instagram, so our conversation had to include both.  Katie is of like mind. She’s a public relations pro by trade, even worked at some of the major PR firms over the years. She’s currently handling influencer marketing for Fiat Growth, a Silicon Valley based investment and growth company largely in the FinTech space.  Our conversation will be very useful for those of you on the brand and agency side to better understand the complexities of building smart influence approaches, but then we’ll also get into this Instagram UX and algorithm discussion. Katie was the guest, but she asked me a few questions and I jumped out of character a bit to wag my finger at some folks. An entertaining discussion is here for you today. This episode of Winfluence is presented by Tagger, a complete influence marketing software solution. Check them out for a demo today at jason.online/tagger. A full show transcript is available at https://jason.online/katiestoller. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 08, 2022
Leveraging AI to Find Micro-Influencers
1964
We’ve gotten into a little bit of a pattern here on the show. Seems like every other interview or so is with some founder or executive at an influencer marketing software company. There are lots of reasons for that. First, they’re anxious to mention their platform to you since they know the people who listen to WInfluence are interested in and often shopping for solutions to problems with influencer marketing. That makes this group of people easy interviews.  My goal in having them on the show is to certainly talk about their platform so you might have a good idea of something else out there, but then I try to dive deeper into their worldview, at least as it pertains to influencer marketing. We discuss and debate issues and such. That gives you more than just a veiled ad for their thing and helps us push the thinking. By the way – no one pays to be interviewed on this show. The editorial part of it is just me deciding that person has something worth sharing and talking about. Sure, I’ve interviewed Pete Kennedy from Tagger, who is our show sponsor, and some folks from companies that sponsor the Marketing Podcast Network, of which Winfluence is a member, but being interviewed on Winfluence is not part of any ad buy for them. Just so you know. Austin Rosenthal actually caught my attention recently by saying he didn’t agree with my conclusion from an earlier conversation. If you’ll remember back a few episodes we talked to Aaron Bruce of Posse.io. His platform allows brands to tap into an influencer’s audience by targeting advertising to them with the creator’s permission, but for a CPM payout to the influencer and no need for content creation.  My headline / conclusion on that episode was “Are we doing influencer marketing all wrong.” So Austin took issue. It’s no surprise. Austin Rosenthal is the chief operating officer at Lionize.ai. It is an influencer marketing software platform in the traditional sense. You use Lionize.ai to search and discover, then engage and manage influencer campaigns. So I could see why he would object to me inferring that we might be doing influencer marketing wrong by not focusing on just ad buys against influencer audiences. I welcomed the pushback and knowledge about Lionize.ai, but only if Austin would come on the show and explain both. So, a new tool and a little fun discussion is in order today on Winfluence.  This episode of Winfluence is presented by Tagger, a complete influencer marketing management solution. Try a free demo at jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 01, 2022
Getting Out of Your Influence Marketing Comfort Zone
926
I just returned from a short vacation with my children, Grant and Katie. We choose a city the kids haven’t been to each summer and go explore for four or five days. This year, we chose Denver, or the Denver area. We stayed in an AirBnB between Denver and Boulder. We spent a day in Golden, Colorado as well. Plus we drove up into the Rockies one day … so it was far more than just Denver. Now, I have been to Denver a few times in my life, as well as Salt Lake City. I even drove from there to Logan, Utah once. So I’ve seen the Rocky Mountains up close before, but I had never really gotten off the main roads and explored.  Last Monday, the kids and I spent the morning in Boulder, walking up and down Pearl Street. After lunch we headed west out of town up into the Rockies. If you’ve never done so, you should. The majesty of these enormous formations is humbling.  About halfway up the first mountain, we pulled off to hike up to Boulder Falls. Now, for those of you who are familiar, I realize the word “hike” is relative. It’s only about a 200-yard walk on a gravel path down off the road, then up the side of the valley so you can peak around the bend and see the waterfall full on.  But for those of you who aren’t familiar with me, let’s just say I’m not a hiker. In fact, I had back surgery a month ago, so even the task of walking up the rocks 200 yards was risky. I’m admittedly not active … and horrifically out of shape. But I wanted to do this for and with my kids, so I jumped out of my comfort zone and made the trek. It might have been the most important thing I’ve done in years. Standing there on the side of a Rocky Mountain valley, admiring the natural beauty of powerful rushing water that carved out an escape out of the hills to the babbling brook below, feeling the cool mountain wind on my slightly sunburned face, and watching the wonder and joy in my children’s eyes as they, too saw this amazing little slice of heaven, I felt an overwhelming sense of both gratitude and disappointment. I was grateful I chose to step outside my comfort zone. I was disappointed I had waited so long to do so. The rest of our trip I spent contemplating the opportunities I’d passed up just wanting to not be uncomfortable. And from a physical health standpoint, how the 49 years of wanting to be comfortable has made me just the opposite. I joke about my weight and laugh it off in masterful self-effacement. But I’m now uncomfortable being me.  It’s time to get out of my comfort zone in other ways.  Today on Winfluence, I’m going to share with you what getting out of your comfort zone can mean for you. Whether you’re a business owner hoping to leverage influence marketing, an agency or service provider helping other businesses do the same, or a creator or influencer yourself.  We’re going to instigate some change. We’re going to make ourselves uncomfortable. But trust me, when you do so … it’s worth it. This episode of Winfluence is presented by Tagger, a complete influence marketing software solution. Check them out for a demo today at jason.online/tagger. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 25, 2022
Moving Influencer Audiences Down the Funnel
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The influencer marketing space is overrun with agencies and marketplaces and software solutions and such. It’s hard for a brand to find the right partner to actually solve the specific problems they have that influence can address.  Case in point, I reached out to a talent agency last week – you know, one that manages talent, like celebrities and influencers. But I made the mistake of using the term “talent management” in my email. I was quickly lectured on the fact they do not provide management services. They provide talent services.  When you actually narrow down a category of providers in the space … lets say influencer marketing agencies … the water doesn’t get much clearer. There are agencies that build out influencer campaigns and hire and manage talent. Then there are agencies that only manage talent and mislabel themselves as agencies. Some agencies also have software which confuses everyone. I suppose part of my job on this podcast is to help better define who is what and what is right for various challenges. Which brings me to today’s guest, who has solved quite a number of problems for a lot of brands over the years. Aliza Freud is the CEO of SheSpeaks. It bills itself as a community of women, not an agency. So that means you can go there to find creators who might partner with your brand. But it started as a consumer insights or research firm where brands could find a focus group of women consumers to inform their marketing and product decisions. It has kept that part of its DNA. So SheSpeaks is a community of creators and consumers you can tap into for insights to help your brands’ marketing and product decisions, but also to leverage those research panel participants, and others, to turn around and share your brand with their audiences.  Aliza and I talked about the nuances of SheSpeaks and how both creators and brands can benefit from the community, then we jumped into a really interesting and useful discussion about building influencer marketing strategies overall. You’ll get a lot out of today’s conversation with Aliza Freud. Find Aliza's podcast, She Speaks: How She Does It wherever you get your podcasts. This episode of Winfluence is presented by Tagger, a complete influence marketing software solution. Check them out for a demo today at jason.online/tagger. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 18, 2022
Leveraging Micro- and Nano-Influencers for Small and Local Businesses
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Many of you are small business owners. Some of you might also work in marketing teams or even at agencies where influencer marketing budgets are thin. So when you hear people rattling on about the software platforms they use for their influencer marketing efforts, you probably think, “Yeah … wouldn’t that be nice.” The soup-to-nuts platforms are expensive. Or at least they are for small businesses. When you’re spending millions of dollars on marketing and hundreds of thousands on influencer marketing, $2-3 grand per month for software isn’t concerning. So the “expensive” label is relative. But small business marketers have the same problems the enterprise does. They need a tool to help with discovery. They need the ability to manage campaigns. They want to measure their influencer marketing efforts. And doing it all manually, or in a spreadsheet makes it far more time and labor intensive. Which deters a lot of small businesses from even trying. Even if you get past that problem as a small business, then you have to worry about what influencers charge if you work with them. So the path many small businesses take is working with nano- and mico-influencers. But how do you find them? And how do you manage and measure working with folks who don’t have talent managers and sophisticated software packages themselves to solve those problems? When the big software companies don’t provide solution for the little guy, that creates a gap. And gaps create opportunities for other software companies to thrive. Reach Influencers is one of those software companies. It is an influencer marketing platform and marketplace that includes almost all of the feature sets of the big, fancy, enterprise solutions. It’s built around small businesses and using micro- and nano-influencers. And it costs less than $100 per month on the annual subscription. The first case study Nick Wise from Reach Influencers told me about was a small business in Hardinsburg, Kentucky of all places.  I tell you that for two reasons. First, you know I’m from Kentucky, so a little humble brag is in order. Reach Influencers is also based in Kentucky, so there’s that, too. But the main reason I tell you that is if a small, local business in a town of less than 3,000 people can increase their revenue and exposure using influencer marketing, then you can, too. Nick and I sat down to talk last week. We focused on the use of nano-influencers and how your own customers can be the smartest influence partners you work with. We talked about how a small business in a town of 3,000 people can effectively find influencers that are relevant to them and their location. And we touch on the software, too. Smart ideas for businesses small and large were had. And today, we’ll hear them from Nick Wise of Reach Influencers. This episode of Winfluence is presented by Tagger, a complete influence marketing software solution. Check them out for a demo today at jason.online/tagger. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 11, 2022
A Cheaper, Faster Path to More Ideal Consumer Insights Through Influencers
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The most overlooked facet of marketing execution across our industry is consumer research. The large brands and agencies swear by it. But the one-percent is just that: one percent. When you drop down to the lower end of the large brand spectrum, and then to medium brands and small businesses, consumer insights are seldom even talked about.  Not enough businesses invest in consumer research. Not enough agencies sell it through the way they should.  What replaces it for those who don’t invest in consumer research is typically generic, broad statistical analysis … hardly qualifying as research … proliferated by software companies as linkbait content on their websites.  The reason few brands actually invest in consumer research is that good, sound consumer research is cost prohibitive. It’s tens, if not hundreds of thousands of dollars to commission a research instrument. They also take months to complete. So they’re pricey and slow. But where there is a gap in the marketplace, there will be someone who tries to fill it. Matt Miller is the founder of Raadz, a tool to collect consumer insights in a matter of hours, not months. And for investments of hundreds to low thousands of dollars, not hundreds of thousands of dollars. Raadz allows brands to ramp up short question, and short duration, surveys for consumers in minutes. They’re gamified to drive participation and reward those participating. The questions are structured in a way that eliminates false answers and false positives from participants.  Brands can use the survey instrument for their own private list of participants, like customers or newsletter subscribers. Or they can build open surveys and promote them to their social media followers and other groups. So what does this have to do with influence marketing? Raadz is actually going to market with the idea that brands can use Raadz to solicit feedback directly from the audience of the influencers they partner with. And there’s money in it for the content creator or influencer as well. Matt and I caught up recently to allow him to dive into deeper explanations of all that here on the show. I am so gung-ho about this tool, I’m discussing a more connected partnership with Raadz moving forward. I want my clients to use it. I think your clients or brand should too. I think you’ll agree after hearing my conversation with Matt today on Winfluence.  This episode of Winfluence is presented by Tagger, a complete influence marketing software solution. Check them out for a demo today at jason.online/tagger. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 05, 2022
Understanding Affinity to Find Success with Influencers
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The word affinity has a wide range of meanings. The core one is, a relationship by marriage. That’s according to Merriam-Webster. But it can also mean a similarity based on a relationship or causal connection.  Which is to say the spectrum of the relationship can be strong. Or not so strong.  I have an affinity for bourbon. But I also have an affinity for Hanson’s 1997 album Middle of Nowhere. I can live without one of those, so the affinity is different. And that is the underlying factor a good influence marketing strategist needs to keep in mind, about using affinity as a filter for influencer prioritization. If you’re not familiar with affinity and how that applies to influencer marketing, get out your notebooks. Today on Winflunce, we’ll take a quick look at affinity. What it means in the context of influence marketing and how you can use it to produce more successful influence marketing campaigns.  A lot of the inspiration and learning I’ve been doing about affinity that you’ll hear in today’s episode comes by way of my use of and relationship with Tagger. It is a complete influencer marketing software platform that allows you to find, engage, book, collaborate, pay and measure influencers. Tagger is also the presenting sponsor of this podcast and the platform I use in my day-to-day work at Cornett to manage the influence marketing efforts of our clients. In fact, Tagger has some proprietary affinity algorithms that do a lot of the discovery and connections for you in the tool. I’m going to talk about how they all happen today so you can know what to look for without it. But why wouldn’t you explore doing all this work with a platform that can help, like Tagger.  I highly recommend you give Tagger a look-see. Go to jason.online/tagger and sign up for a free demo today. It might just be the influence marketing management solution you’re looking for. And the influencers and brands I use as examples in this episode for visual reference are: Jackson Krecioch Caesaar Chukwuma, Esq. Manssion Gordon Glenister BourbonSipper USAA Craig Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 27, 2022
The Cocktail Party Method to Grow Your Own Influence
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Let’s talk about building your influence. And I don’t mean growing your follower count on social networks. I mean really growing the number of people that you have some degree of influence over. Now, for some of you who want to build a following online or offline and have true influence. Perhaps you want to be content creator that does brand deals and gets paid to create on social media channels. Or maybe you have political aspirations. Or you just see the value in growing your audience or network that you have an impact upon. Others of you probably see the value in growing the influence your business has. Perhaps over prospective customers. But more specific to what we talk about on this show, maybe you want to grow your influence over the influencers in your space. When you remove the guardrails of influencer marketing and stop focusing solely on follower counts and social networks online, you start to see true influence. That is often built offline. Face-to-face. At events. Think of it networking, not social networking which now seems to imply online. When I happen to stumble upon a person, brand, case study or resource that can help me explain and emphasize the offline part of influence marketing, without the R, I latch on to it. And I recently found one such resource. Nick Gray is an entrepreneur that you could say was an original influencer. He started a website and company on the side in the mid-2000s called Museum Hack. He did what he calls “renegade tours” of the Met and similar museums in New York City. The content exploded and Museum Hack became a full-fledged business with 50 employees. He sold it in 2019. Nick’s climb to the top of the entrepreneurial success ladder, however, sprouted from a socially awkward kid who moved to New York City in his early 20s. The way he networked and grew his influence inspired a now five-year-long project that resulted in a book. It’s called The 2-Hour Cocktail Party: How to Build Big Relationships with Small Gatherings. Nick and I caught up recently to talk about his book, the idea of hosting cocktail parties to grow your local and community influence and how the ideas in the book can help content creators and brands alike become more influential. Not just leverage influence or influencers. Today's episode is presented by Tagger, the complete influencer marketing platform. Get a demo to see if Tagger is right for you at jason.online/tagger. And don't forget to claim your $100 advertising credit on LinkedIn by going to LinkedIn.com/winfluence. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 20, 2022
How to Leverage CSR and PR Channels to Influence
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I share a lot of my own opinions about influence marketing here on the show. But of course the meat of what we do here is mine the brilliant minds of our guests. I make no claim to be the know-all and end all to influence marketing.  Sure, I have a perspective on the practice and industry I think is unique and expands your thinking about it. I believe that’s why you listen. And I thank you for that.  But some of the people that I share ideas with behind the scenes are some awfully smart folks, too. And I would be doing you a disservice if I didn’t elevate those voices and perspectives as well. Sarah Panus is steep in experience working with big brands and influence marketing. She’s worked with Sleep Number, Starbucks, Nestle … among others. Her experience led her to develop her own categorizations of influencers and a smart way of thinking about and executing influence marketing campaigns. Sarah also happens to be the host of a mighty fine podcast called Marketing With Empathy. It is one of our sister shows on the Marketing Podcast Network. As one might assume from the title, Marketing With Empathy is about far more than influence marketing. But because influencers are top of mind for brand managers that listen to her, and because approaching them with empathy is just plain smart, the topic pops up on the show from time to time. Sarah recently did a series of episodes about her six categories of influencers. These are stakeholders or pools of people one might turn to for an influence marketing campaign. Celebrities is one. Current customers is another, and so on. Today on Winfluence, I’m going to share an excerpt from her episode on CSR and PR contacts that can serve as influence conduits for your brand. That’s right … tapping into corporate social responsibility contacts and media and public relations relationships to further your influence campaigns. Sarah will certainly give you more to chew on about how to think of it as influence marketing rather than influencer marketing on this episode. Don’t forget to drop Winfluence a rating or review on your favorite podcast app. Also, if you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. I send it every 4-6 weeks and go deep on a topic to make your influence marketing smarter. Want to make a future episode of Winfluence awesome? Ask your question about influence or influence marketing that you want my answer to or take on. Send me an email to jason@jasonfalls.com. If you’re feeling adventurous, record a voice memo on your phone and email me that file. I’ll let you ask the question right here on the show using the recording. Regardless of how you ask it, I may use your comment on a future episode or your question to inspire a show topic. If I do, I’ll send you a signed copy of Winfluence the book as a thank you! Today's episode is presented by Tagger, the complete influencer marketing platform. Get a demo to see if Tagger is right for you at jason.online/tagger. And don't forget to claim your $100 advertising credit on LinkedIn by going to LinkedIn.com/winfluence. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 13, 2022
Expanding Your Reach�With or On Podcasts
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If you’ve listened to Winfluence for any length of time, you know that for the influencers and content creators out there, I’m bullish on building and growing your owned content channels. Blogs, websites, email newsletters, podcasts … the properties where you own the content and the audience. As opposed to social networks where your content is on someone else’s website and the audience is not yours but theirs. So I typical recommend content creators consider starting a podcast. It’s a great way to have a deeper, more personal and long-form connection with your audience. It’s also a great way to network with other creators and grow your audience by having them on as guests, assuming they’ll promote their episode to their followers. Most people do.  But I also make that recommendation with a caveat: You have to really want to do it to make it work. If you are hesitant at all, hosting your own podcast isn’t a good idea. But you can still leverage other people’s podcasts by being a guest. Share your insights and opinions with other people’s audiences in hopes they’ll come over and become a member of your following, too. Brittany Brown and Rob Winters were so frustrated finding great guests for their agency’s podcast, they started what is essentially a dating app for podcast hosts and potential guests. It’s called PodOps. It’s an app. You download it to your phone. If you host a podcast you set up a host profile. If you want to promote yourself as a guest, you set up a guest profile. The app then matches interests and subject matters in a dating app style connection. The hosts find guests they’re interested in. The guests find relevant podcasts to be on and spread their message.  I invited Brittany and Rob to come on the show and talk about the ins and outs of the app and who it benefits the most. But we also talked about the explosion of podcasting in general. Why your business or brand, whether it’s as a creator or a more traditional company, should start a podcast and a lot more. Even if you’re just interested in being a guest on podcasts, you should give today’s episode a listen. It’ll help steer you in a good direction. You just might find PodOps is a great way to get booked … or find guests. Don’t forget to drop Winfluence a rating or review on your favorite podcast app. Also, if you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. I send it every 4-6 weeks and go deep on a topic to make your influence marketing smarter. Want to make a future episode of Winfluence awesome? Ask your question about influence or influence marketing that you want my answer to or take on. Send me an email to jason@jasonfalls.com. If you’re feeling adventurous, record a voice memo on your phone and email me that file. I’ll let you ask the question right here on the show using the recording. Regardless of how you ask it, I may use your comment on a future episode or your question to inspire a show topic. If I do, I’ll send you a signed copy of Winfluence the book as a thank you! Today's episode is presented by Tagger, the complete influencer marketing platform. Get a demo to see if Tagger is right for you at jason.online/tagger. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 06, 2022
What If We Have the Focus of Influencer Marketing All Wrong?
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What if we have the formula for influencer marketing all wrong? What if all this organic content creation and brand collaborations is like driving the wrong way down a one-way street? I’m not throwing this out there as hyperbole. I mean it. What if we have it all wrong? Let’s deconstruct the construct for a minute. What we’re trying to do is persuade an audience to take action. We want them to buy or try our product, become more aware of what we’re doing or persuade them to think a certain way about one thing or another.  Where is influencer marketing in that equation? In the middle. They are a channel to get to that audience, assuming we can’t get to them otherwise. Or perhaps it’s an additional way to get to them to compliment the other paths we carve. The question we raise here on Winfluence frequently is why, then, are we focused on the influencer if what we’re really trying to do is influence? We need to be focused more on the audience. What if we could target an influencer’s audience, but not have to risk taking anything away from their relationship with their audience, and still compensate them for being able to do so? One company has taken that approach … reverse engineer the process and focus on getting brand advertisements in front of the most relevant segment of an influencer’s audience … the actual people, not look-a-likes … to compare ad performance against its regular social ad buys. When you find an influencer audience segment that works, you’re more efficient and effective with your spend and succeed faster. The company is called Posse.io. It’s CEO and founder Aaron Bruce and I caught up recently to blow up everything we’ve thought was the best way to leverage influencers and chart a different path to influence marketing, without disregarding or disrespecting the influencers. In fact, brands using Posse.io’s approach not only compensate the influencer, but help them keep sponsored content from watering down their organic, high-engagement posts.  Get out your notebooks and open your minds today, kids. We’re going to look at the industry very differently after you hear my chat with Bruce today on the show. Don’t forget to drop Winfluence a rating or review on your favorite podcast app. Also, if you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. I send it every 4-6 weeks and go deep on a topic to make your influence marketing smarter. Want to make a future episode of Winfluence awesome? Ask your question about influence or influence marketing that you want my answer to or take on. Send me an email to jason@jasonfalls.com. If you’re feeling adventurous, record a voice memo on your phone and email me that file. I’ll let you ask the question right here on the show using the recording. Regardless of how you ask it, I may use your comment on a future episode or your question to inspire a show topic. If I do, I’ll send you a signed copy of Winfluence the book as a thank you! Today's episode is presented by Tagger, the complete influencer marketing platform. Get a demo to see if Tagger is right for you at jason.online/tagger. And don't forget our big offer from LinkedIn! Get $100 in free ad credits just for listening to Winfluence. Go to linkedin.com/winfluence to sign up and get your C-note for LinkedIn advertising. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 30, 2022
The Insights Software That Finds What Influences Consumers
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The first social media conference I ever attended was a Search Marketing Expo event back in 2007 or 2008. While it was being put on by a search-focused company, it was all about social media. I thought it would be a good place to learn and listen and see if my ideas on this emerging space could hold water to others thinking about it. But because it was run by search folks, the roster of speakers included a bunch of SEO folks. And one of those was the founder of a little upstart company in Seattle called SEO Moz. Rand Fishkin grew that company into a rebrand to just MOZ. Today, it is one of the most successful SEO and SEM data and services companies in the world.  I’m a customer. I’ve also taken a lot of their courses. Knowing SEO helps my day-today. I was lucky to have met Rand then and have followed him through the years. In 2018, he left MOZ, though he’s still on the board, I believe. Now he’s started a new company that is focused on helping brands figure out what influences its prospective customers. SparkToro is a platform that scrapes public profile data from social media accounts, then analyses it to offer consumer insights to its customers.  It’s part market research. Part data analysis. And part influence marketing platform.  And yes, I said influence marketing platform. In fact, I even ask Rand during our conversation if SparkToro is the software version of the philosophy we talk about here on Winfluence … that we’re in the business of influence marketing, not influencer marketing. Wait until you hear his answer. I invited Rand to chat with me over on Digging Deeper, my interview series for Cornett. But the conversation was super relevant for us here on Winfluence, too. So I’ve pulled that out and have it her for you today.  We talk to Rand Fishkin of SparkToro about what influences people, how to find out and what to do with that information today on Winfluence. Don’t forget to drop Winfluence a rating or review on your favorite podcast app. Also, if you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. I send it every 4-6 weeks and go deep on a topic to make your influence marketing smarter. Want to make a future episode of Winfluence awesome? Ask your question about influence or influence marketing that you want my answer to or take on. Send me an email to jason@jasonfalls.com. If you’re feeling adventurous, record a voice memo on your phone and email me that file. I’ll let you ask the question right here on the show using the recording. Regardless of how you ask it, I may use your comment on a future episode or your question to inspire a show topic. If I do, I’ll send you a signed copy of Winfluence the book as a thank you! Today's episode is presented by Tagger, the complete influencer marketing platform. Get a demo to see if Tagger is right for you at jason.online/tagger. And don't forget our big offer from LinkedIn! Get $100 in free ad credits just for listening to Winfluence. Go to linkedin.com/winfluence to sign up and get your C-note for LinkedIn advertising. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 23, 2022
What Metrics Should a Brand Ask for From Influencers?
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At the end of this show each week, I invite you to ask me a question or present an influence marketing problem you might have and either email me about it, or even better, email me a voice recording so I can actually drop you asking it here on the show. So far, I haven’t had a lot of takers and that’s fine. Though, I will send you a signed copy of Winfluence the book if I use your question on the show.  And no, my ego isn’t so sensitive that you can’t ask me to not sign it. I’m happy to just send you one not adulterated with my pithy quote and signature, if you like. But the reason I do that is because this show becomes much more useful to you if I’m answering your questions.  Well, one of my old social media pals ask me a question about influence marketing of sorts last week on Twitter. Sheila Scarborough and Leslie McLellan run Tourism Currents. It’s a blog and resource, with accompanying social channels, for destination marketers, tourism bloggers and journalists and those who fancy themselves influencers in the travel and tourism space. I’ve been pals with Sheila and the other founder of the site, Becky McCray, for probably 15 years. I don’t know Leslie as well, but I love the content and advice they all dole out to folks in that niche. Last week, the tagged me on Twitter to see what I thought about an article they published called, “Ask for these influencer campaign stats.” It was advice for destinations … brands in the tourism industry like convention and visitor’s bureaus, hotels, attractions and such … on what metrics they should ask influencers to provide them for a campaign to judge how effective their content is for your efforts.  Without having to look at the article, I certainly know Sheila and Leslie well enough to know it’s going to be sound advice. And it was. But it doesn’t just apply to destinations. Their advice is sound for all brands and agencies to hear to know what metrics you should care about from the influence partners and content creators you work with. On this episode of Winfluence, I’ll share Tourism Current’s list, and add both some list items, and perspective of my own, to help your brand.  Winfluence is supported by Tagger, the complete influencer marketing software solution. Get a demo to see if Tagger is right for you at jason.online/tagger. Support also comes from LinkedIn Marketing Solutions. Claim your $100 advertising credit at linkedin.com/winfluence today. Don’t forget to drop Winfluence a rating or review on your favorite podcast app. If you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. Finally, make a future episode of Winfluence awesome! Ask your question about influence or influence marketing that you want my answer to or take on. Send me an email to jason@jasonfalls.com. If you’re feeling adventurous, record a voice memo on your phone and email me that file. I’ll let you ask the question right here on the show using the recording. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 16, 2022
Marketing and Influence in the Food, Restaurant, and Hospitality Industry
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There's no question the pandemic had and is still having a tremendous impact on the restaurant industry. In fact, as today’s guest points out, when you look at the history of how and why people use restaurants, the experience has changed.  Rev Ciancio is a food and hospitality industry influencer. Yep … in the B2B space. He speaks at food and beverage industry conferences. He is a marketing and tech evangelist for the food business. He’s often engaged to consult with restaurants on developing their tech stack and customer acquisition approach.  But Rev is also quite the b2c influencer as well. He runs the channel @funwithfries on Instagram. It has 334,000 followers. For what is essentially french fry porn. Literally .. pictures of orders of french fries, mostly user-generated content he repurposes.  Seems frivolous and silly, right? Well he has a long-standing relationship with a french fry wholesaler because of that account.  His industry credentials give him true influence in a specific niche. His flare for creating engaging content gives him the consumer following. So, Rev has the best of both worlds as an influencer and content creator. I caught up with him recently to talk about the food industry and its post-pandemic challenges. How he manages influencer marketing for his own local restaurant. What technology and marketing channels and approaches are smart for restaurants to acquire customers and beyond.  He gives some great insight for both brands an influencers in the first part of the conversation about how to divide your content smartly around various networks. Really good advice here, so pay attention. Don’t forget to drop Winfluence a rating or review on your favorite podcast app. Also, if you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. I send it every 4-6 weeks and go deep on a topic to make your influence marketing smarter. Want to make a future episode of Winfluence awesome? Ask your question about influence or influence marketing that you want my answer to or take on. Send me an email to jason@jasonfalls.com. If you’re feeling adventurous, record a voice memo on your phone and email me that file. I’ll let you ask the question right here on the show using the recording. Regardless of how you ask it, I may use your comment on a future episode or your question to inspire a show topic. If I do, I’ll send you a signed copy of Winfluence the book as a thank you! Today's episode is presented by Tagger, the complete influencer marketing platform. Get a demo to see if Tagger is right for you at jason.online/tagger. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 09, 2022
Is The Influencer Pay Gap Closing? And How Do We Tell?
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According to The State of Influencer Equity report from IZEA, black creators on average make more than white influencers. But find a black creator that thinks that’s accurate and you might be the first. In fact, other studies and surveys show the influencer pay gap through the filter of race is still very far from equitable.  But the influencer pay gap isn’t as simple as creators should be paid the same fee for the same work. Our world is not that easy. Yes, all things being equal, equal pay for equal work is right. But no influencer has the same amount of followers, the same level of content creativity, the same audience make up … no two creators or influencers are equal. So fair pay for the same work isn’t easy math. Still, we have to continue to talk about the issue so we can get closer to fair and equitable pay for all creators, regardless of … but also with respect to … race.  Latoya Shambo was a media buyer at an agency back in the mid-2010s. She had an idea to create a black blogger network, but at the time when blogs were losing their muster and platforms like Snapchat and Instagram were emerging.  She founded Black Girl Digital in 2016 and started building a network of influencers of color. It started as black women focused, but expanded to inclusivity involving men, LGBTQ+ creators, Asian influencers and others of color.  Shambo’s mission is to create opportunities for these creators … I’ll call them minority creators just as a broad label … but to create opportunities for them to monetize their content, build relationships with brands and yes, close that influencer pay gap. She deals with brands and creators every day. She sees the gap. She fights against brands who don’t pay influencers fairly. And she has some ideas on how we can all work together to rid the industry of this practice.  Shambo and I caught up recently after a whirlwind media blitz for her. She’s been featured recently on AdWeek, Bloomberg, Marketplace, Jezebel … But she stopped to chat with Winfluence and we’ll be all the better for it today on the show. This episode of Winfluence is presented by Tagger, a complete influencer marketing software solution. With it, you can find, prioritize, connect and collaborate with, measure and even pay the content creators you use for your influencer programs. Go to jason.online/tagger to get a free demo and see if Tagger is right for you. Also, LinkedIn has partnered with me to offer you a $100 advertising credit to get your message in front of the right kind of decision makers. Go to LinkedIn.com/winfluence today.  Learn more about your ad choices. Visit megaphone.fm/adchoices
May 05, 2022
Creating Influence in the Middle East
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This is a special episode of Winfluence. I’m going to step aside and let you hear someone else guide a discussion about influence marketing. There’s another great show on the Marketing Podcast Network called The Endless Coffee Cup. Matt Bailey of Site Logic is the host of that show. He welcomes expert guests from all around the world on a variety of marketing and business topics. Matt and I have known each other since an event called Blogger Social back in 2008. He comes from the SEO segment of the marketing space, but he is an agency owner, an entrepreneur and all-around brilliant guy.  You should definitely subscribe to the Endless Coffee Cup podcast. Matt does a great job of dissecting the expertise of his guests. Which is why I wanted to share a specific episode of Matt’s show. Back in early February, Endless Coffee Cup featured Rashid Al Awadhi. He is leading the New Media Academy in Dubai. Its mission is to transform the Arabic region through digital skills and developing influencers. But, as Matt points out, it’s not the way most people think of influencers. It’s the way we tend to think of them here on Winfluence … as people with influence. Al Awadi and his team are working to develop people to change the region in areas of women’s rights, economics, sport, environment and more.  I was fascinated by the discussion. As you can probably tell, this is my kind of influence discussion. So I wanted to share it with you. A segment of Matt Bailey’s recent episode of the Endless Coffee Cup with Rashid Al Awadhi is coming up for you today on Winfluence. Of course, if you want to listen to the full episode or subscribe to Matt’s show, I’ll leave links to both in the show notes. Or, you can just search for Endless Coffee Cup on your favorite podcast app. I also want to touch on two fantastic supporters of Winfluence today. You’ve heard me talk about Tagger quite a bit on this show. That’s because they are our presenting sponsor. Tagger is complete influencer marketing software solution. I spent a couple of days with the Tagger team last week at the Influencer Marketing Show. And not only is it great software, but the team is just amazing to be around.  Pete Kennedy and his crew really do have the growth and best interests of you in mind when you’re a customer of Tagger. I’m not going to spend more time talking about the features. You know I use it. You should check it out too. It might be right for your brand or agency. Go to jason.online/tagger to get a free demo and see if Tagger is right for you. And, you may have hear me talking about LinkedIn Marketing Solutions before the show, or maybe during the breaks lately. That’s because LinkedIn has partnered with me to offer you a $100 advertising credit to get your message in front of the right kind of decision makers. I use LinkedIn advertising to target leads based on job description, company, seniority, industry and more. That means I’m not wasting advertising spend getting my message in front of people who aren’t my idea customer. You can do. Get started with a $100 ad credit just for listening to Winfluence. Go to LinkedIn.com/winfluence today. Don’t forget to drop Winfluece a rating or review on your favorite podcast app. You should pause and do it now so you don’t forget! Unless you’re driving. Then do it later, please.  Also, if you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. I send it every 4-6 weeks and go deep on a topic to make your influence marketing smarter.  Want to help make a future episode of Winfluence awesome? Ask your question about influence or influence marketing that you want my answer to or take on. Record a voice memo and send it via email … or just send a regular email … to jason@jasonfalls.com. I may use your comment on a future episode or your question to inspire a show topic. If I do, I’ll send you a signed copy of Winfluence the book as a thank you! Learn more about your ad choices. Visit megaphone.fm/adchoices
May 02, 2022
A Deeper Dive into Gamers as Influencers
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We learned on a recent episode of Winfluence that we’re all gamers. If you play Wordle, or 2048 or Solitaire on your phone, you’re considered a gamer. When you think of the label that way, and filter that label through the lens of influence and influencers, a stereotype is shattered a bit, right? Gaming is a $250 billion industry. The demographic of a gamer isn’t what you think. The demographic of the gaming audience isn’t what you think, either.  One of the things about gaming I personally have had a hard time with about gaming is understanding why anyone would want to sit around and watch other people play games. But millions do. Whether they’re watching to learn game tips and secrets to get better, or just watching to be entertained, millions and millions of people do just that.  Because there’s an audience there, there are influencers. Some play their games for others to watch. Twitch has been built largely on the backs of these types of folks. But others create how-to videos and instruction and entertainment around games. Still others are creating content about the products and services around gaming, like controllers and peripherals. Gamers are also now teaching people about the Metaverse since virtual reality is second nature to them. Video games have offered VR options for years now.  There are all kinds of reasons to look to gamers as part of your influence marketing, even if you’re not a tech or gaming product company.  Jordan Mauriello is the managing partner at More Yellow, a branded content and gaming influencer management firm. He not only has a roster of gamers who create great content, but a team that helps brands navigate partnerships and creative content ideas to leverage relationships with gamers.  I took another step in my own efforts to educate myself on the gaming segment of our industry with a great chat with Jordan, who opened my eyes to even more nuances of gaming, partnering with gamers, brand success there and beyond.  I’m sure you’ll learn more as well.   Speaking of Learning More, if you haven’t downloaded The State of Content Mangement from Storyblok, get that while the getting is good. That free report is available to help you see how businesses just like yours are managing the content mess … creating it, distributing it and the like. Storyblok is a headless content management system and a new sponsor and supporter of this program via the Marketing Podcast Network. The report is a very useful survey of 515 businesses in the U.S. and Europe – companies just like yours – and how they are approaching content distribution through their digital channels in 2022.  I promise you’ll get some interesting insights and inspiration for your content management plans. That’s The State of Content Management Report from Storyblok. Just go to storyblok.com/winfluence for your free report.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 28, 2022
How to Find and Use CPM in Influencer Marketing
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It could be the economy. Or opportunity. Or greed. But I’ve become fed up with the ever-increasing price tags influencers and content creators are putting on brand engagements. For you brands and agencies out there, I’m guessing you might be as well.  In the most recent edition of my monthly email newsletter, I shared some tinkering I’ve been doing with ideas that might help us know when we’re being fleeced by an influencer’s inflated prices. It has involved posing and testing hypotheses around various analytics and whether or not we could use common language from other marketing channels to understand influencer costs and value more clearly. I’ve gravitated to what I think is a fair assessment of the CPM, or cost-per-thousand impressions, an influencer may produce. But it’s not as simple as comparing it to CPM rates from other channels because those channels aren’t communicating messages of validation via a trusted third party. The channels are also not the same because the costs are very different. You simply can’t engage most influencers for the same cost as running a pay-per-click ad. Or sending an email. Today on Winfluence, I’m going to share a lot of my thinking on how to adequately produce a CPM rate for influencers. Then I’m going to share several CPM rates of creators and influencers I’ve calculated based on rate cards and other information I’ve gathered from several creators across content verticals and social channels.  I’ll point out the trouble spots and cautionary tales for how to use and not use this approach, too.  My hope is that we can start to analyze and understand the cost and the value of influencer marketing engagements in a more sophisticated and analytical way … We can know when someone is charging far too much … and perhaps even start to convince those who hold the purse strings, be they bosses or clients … that there is a way to know an influencer or content creator is worth the investment. A lot of the analytical data you’ll hear me talk about in today’s episode is information I’m pulling from Tagger. It is a complete influencer marketing software platform that allows you to find, engage, book, collaborate, pay and measure influencers. Tagger is also the presenting sponsor of this podcast and the platform I use in my day-to-day work at Cornett to manage influence marketing efforts of our clients. In fact, I wouldn’t be able to get as deep into these ideas without Tagger because it offers a couple of critical pieces of information for my calculations. I’ll explain more of that in the episode. But I highly recommend you give Tagger a look-see. When I have a new project for influencers, I have my campaign up and running, build my lists of potential collaborators, spit out one-page profiles of each for my clients to review and load in contracts, creative briefs and more, all in just a few minutes, provided I have the briefs written, of course. Tagger is good but it can’t write them for me.  When my creators post on their social networks, the data is pulled into Tagger automatically, so I can kick out analytics reports for our campaigns to give to our clients every day if need be.  All I ask of you is to do a demo of Tagger. See it for yourself. Go to jason.online/tagger and sign up for a free demo today. It might just be the influence marketing management solution you’re looking for. It certainly does wonders for me, my team at Cornett, and our clients. That’s jason.online/tagger. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 25, 2022
The Talent & Talent Manager Relationship
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As you know here on Winfluence, we spend a good deal of time talking to influencers and content creators. We also have had the chance to dive into the talent management side of the industry and see the space from the angle of someone who is mindful of the creator’s business and the brand’s needs in interacting with them. On this episode, we have an interesting and rare treat. Molly Tracy is a talent manager who came from the brand and agency side of things only to go out on her own and start VRAI Digital, her own talent management firm.  Jess Keys is a popular lifestyle blogger and influencer … @JessKeys_ on Instagram. She is also one of Molly Tracy’s clients. I rolled the dice and asked them both to come on the show … together. I wanted to talk to the talent and the talent manager about that relationship, how they collaborate to serve brands and Jess’s audience in authentic ways, what the challenges of being talent in today’s volatile market place are and more. We had such a fun discussion, I kept pushing a little deeper and even got both of them to answer a hot-button question … what do they think of the influencer marketing software companies and managed services? Those are set up to serve the brands. But are they set up to serve the creators? You might be surprised at their answers.  Let’s just say the software company folks might want to get out some note pads and pens to take some notes. You might also want some ice packs and band aids. This one might hurt a little. An honest and revealing discussion about being the talent … and being the talent manager ... is on this episode of Winfluence. This episode is sponsored by Storyblok and its 2022 State of Content Management Report. It is a very useful survey of 515 businesses in the U.S. and Europe – companies just like yours – and how they are approaching content distribution through their digital channels in 2022.  You’ll get some interesting insights and inspiration for your content management plans. That’s The State of Content Management Report from Storyblok. Download it for free at storyblok.com/winfluence. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 21, 2022
The Challenges of Influencer Discovery
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Without question, the number one issue that brands and agencies have in the influencer marketing space is simply finding the right influencers to use for a campaign. While that might seem like a simple solution to solve for (there’s a whole industry of software companies with search algorithms meant to do so), typing a few characteristics into a search engine isn’t really a good solution, regardless of how complex the search engine’s algorithm is.   But the issue with identifying the right influencers isn’t solely left with software. The issue of discovery is layered and complex. The software is just one method and mechanism. This may come as a shock to you but there are influential people you should be engaging that aren’t on social media. Or at least that’s not where they have the strongest connection to their audience.  And of course, no matter how complete your list of potential influence partners and creators, you also have to factor in the various opinions of the stakeholders in the selection process.  Influencer discovery is a mess. I’ll explain more about why and offer some thoughts on how to fix it in today’s commentary. Make sure you have downloaded that great resource Storyblok has published to make you smarter. It’s a new report called The State of Content Management and is a very useful survey of 515 businesses in the U.S. and Europe – companies just like yours – and how they are approaching content distribution through their digital channels in 2022.  Go to storyblok.com/winfluence for your free report.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 18, 2022
Working with Celebrities and Celebrity Influencers for Original and Branded Content
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My definition of an influencer is anyone who can motivate an audience to take action. Now, that’s a very broad definition. In fact, anyone can be an influencer (or more accurately, influential) under those criteria.  But when it comes to differentiating between influencers, we have to split hairs. And one category where my hair-splitting axe comes out is the category of celebrities. I think there are two categories of celebrity influencers: Those who are celebrities and also have social media followings. And celebrities who are such because of their social media followings. Regardless of the differences or similarities, Brittani Kagan works with both kinds. She is the head of talent partnerships and a partner at Portal A. It bills itself as a branded and original content company. What they do specifically is create branded content … so influencer and celebrity campaigns, commercials and even long-form content, for brands. But they also create original content for streaming and media platforms like Netflix, HBO Max and beyond. They work with celebrities, but also with those I might classify as influencers. If the creator is a good fit for what they’re building, they work with them. I put my definitions to the test with Brittani when we caught up recently. She shared a lot of insight into how bigger, celebrity-focused branded and original content talent scouts cast their projects, come up with ideas and more. Our conversation revealed a bit more about what it’s like to create and partner with creators at the highest levels … with the biggest budgets. It was an enlightening conversation and one that should spark a few interesting ideas for us all.  This episode of Winfluence is presented by Tagger, the complete influencer marketing software solution. You can meet me and Tagger president and founder Pete Kennedy at the Influencer Marketing Show April 27 in New York City. We will be joined on stage by Jenny Heinrich who leads influencer marketing at Ketchum as we discuss the metrics that matter for moving the needle in influencer marketing. Tagger is a great partner for isolating those success metrics and helping me report back to our clients at Cornett how their campaigns are doing at returning the KPIs and ROI they’re seeking.  Come see us both and hear more at the Influencer Marketing Show. See the full speaker and topic lineup and get your ticket at jason.online/imsfalls. On checkout, use the code FALLS to get a 15 percent discount, just for listening to Winfluence.   And thanks to Pete Kennedy and the team at Tagger for helping bring Winfluence to you each week. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 14, 2022
The App to Find Influence, Not Influencers, Within Diverse Communities
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Can you think of a brand that has done something in marketing in the last few years, not just with influencers, but marketing overall, and they’ve immediately had to put out the fires of a PR crisis because their campaign was culturally insensitive?  I mean, how can you not think of a few. From L’Oreal to Amazon to Disney … some of the biggest brands, and certainly even small businesses, have either been disingenuous supporting efforts like Black Lives Matter or Pride, or gone to far worse extremes like some brands being accused of stealing ideas or designs from minority creators or businesses.  The problem in these circumstances is the lack of diversity and inclusivity at the decision-making level means white people are making decisions about non-white cultural themes. Not smart.  While the solution is certainly to drive more diversity and inclusivity at all levels of brands and the agencies that serve them, that won’t happen overnight. There has to be an interim solution to help brands and agencies better understand the communities they’re trying to serve.  Now there is.  And it underlines a major theme in our thesis and discussion of influence marketing.  Joshua DuBois is the CEO of Gauge, a research and insights platform of sorts, that allows agencies and brands to tap into cultural and community leaders to better understand the communities and cultures they represent. Need a focus group of thoughtful African-American thought leaders to gut check your latest ad campaign? You can find that on Gauge. While that is astonishing and much needed, what’s more interesting to me, however, is the treatment of influence in Gauge’s approach. It’s not an app where you can filter and search for influencers … those with big online social media followings. It’s an app where you can find people who actually influence communities.  Civic leaders, journalists, academicians, activists … these are the “influencers” DuBois has collected in Gauge. He joined me to talk more about the platform and the concept of influence versus influencers last week. He should know the difference, for sure. DuBois served as the executive director of the White House’s Office of Faith Based and Neighborhood Partnerships in the Obama Administration. He also authored the best-selling book of President Obama’s devotionals. More impressively to me, however, DuBois has been recognized by The Root and Ebony magazine as one of the most influential African-American leaders in the country. Needless to say, it is an honor to have him here. We also tended to my own personal journey of understanding the African-American experience which I think you should hear. My journey has unlocked a lot of growth for me. I hope it can for you, too.  And be sure to download the great resource Storyblok has published to make you smarter. It’s a new report called The State of Content Management and is a very useful survey of 515 businesses in the U.S. and Europe and how they are approaching content distribution through their digital channels in 2022.  Managing content is more complex today than ever. Get insights and ideas on how companies like yours are tackling the content challenge with The State of Content Management Report from Storyblok. Just go to storyblok.com/winfluence for your free report.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 11, 2022
Everything Influencers Need to Know About Email Marketing
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Too many content creators and influencers are building their homes on borrowed ground. And someday, the landlord may well swoop in and hand them an eviction notice.  That analogy is actually a toned down version of reality, though. When an influencer or content creator puts all their content on Instagram, TikTok, YouTube or Facebook, they’re building their house on borrowed ground. When they build an audience there, they are decorating and investing in that house.  And someday, the landlord may well swoop in and not only hand them an eviction notice, but will keep all their stuff, too.  We’ve cautioned content creators and I’ve prognosticated a bit and predicted we’re soon to see a pendulum swing back to old school content creation … I think influencers will be wise to build their own connection with their communities on their own property … on blogs. Maybe subscription based social platforms like FanBase where the creator owns and controls more of the territory.  And making sure that community and follower connection is strong by moving followers to subscribers … as in email subscribers.  Build your list.  It’s not just advice for businesses. Well, it is, but content creators don’t often think of what they do as a business. But they are. Or their content engine is. Email marketing is not just a thing, it is imperative for any business to leverage to succeed. Email marketing is still the most effective channel in the digital marketing spectrum in terms of average return on investment.  Who better to help us understand that and how influencers can leverage email marketing to protect their house … and their stuff … than the Email Marketing Heroes?  Rob and Kennedy are the hosts of the Email Marketing Show. You’ve probably heard me talking about them on a promo before the show. They are also supporters of the Marketing Podcast Network.  But their content is so useful and fun, I wanted to dive in deeper with them here on Winfluence. We’re going to do just that today on the show.  Today's episode is presented by our friends at Storyblok who have to make you smarter. It’s a new report called The State of Content Management and is a very useful survey of 515 businesses in the U.S. and Europe – companies just like yours – and how they are approaching content distribution through their digital channels in 2022.  Think about it … you have to provide content for your website. Maybe a mobile app. Then there’s e-commerce platforms. Voice-activated speakers … Managing content is more complex today than ever. Get insights and ideas on how companies like yours are tackling the content challenge with The State of Content Management Report from Storyblok. Just go to storyblok.com/winfluence for your free report.  The resource Kennedy mentioned in the show is at emailmarketingheroes.com/winfluence. Also, don't miss the Influencer Marketing Show in New York City April 27. Get tickets at jason.online/imsfalls and use the code FALLS at checkout for a 15% discount just for listening to Winfluence. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 07, 2022
The Best Advice for Influencers From An Experienced Influencer
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When you have the opportunity to learn from a seasoned professional, you should always take it. When I found out I could get Chris Gibson on the line to pick his brain as it were about being an online content creator, an influencer who has created a career over the last 15-plus years doing that kind of thing, I knew I had to jump at the chance.  Chris is known as one of the world’s foremost skincare experts. He published a book in 2004 called Acne Free in 3 Days. He went on a multiple-year media tour and became well known before YouTube, Instagram or TikTok existed. Then in 2018, he started paying more attention to YouTube and has since migrated his traditional media and website following to an active online and social media one. His experience of ups and downs being a content creator are a treasure trove of knowledge that we will mine today. This episode of Winfluence is going to be a little different than my normal interviews, thought. It turns out Chris had so much to say that I just stayed quiet and let him go. So I’ve edited things with more of a narrative approach to tie all the finer points together for you.  But let me assure you, there’s a lot here for you content creators to learn. And all of it is extremely useful for brand and agencies to understand, too.  Before we get to those insights, I want to share something our friends at Storyblok have to make you smarter. It’s a new report called the State of Content Management and is a very useful survey of 515 businesses in the U.S. and Europe – companies just like yours – and how they are approaching content distribution through their digital channels in 2022.  Think about it … you have to provide content for your website. Maybe a mobile app. Then there’s e-commerce platforms. Voice-activated speakers … Managing content is more complex today than ever. Get insights and ideas on how companies like yours are tackling the content challenge with The State of Content Management Report from Storyblok. Just go to storyblok.com/winfluence for your free report.  Storyblok is a headless content management system, rated as the #1 CMS for 2022 by G2. It is also a new partner of the Marketing Podcast Network. Also, join me in New York City on April 27 for the Influencer Marketing Show. Go to jason.online/imsfalls and use the code FALLS for 15% off your ticket, just for listening to Winfluence. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 04, 2022
A Frank Discussion About The Influence Marketing Software Landscape
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I’ve been working with and tinkering around on social media software, including influencer marketing platforms, for the better part of 20 years. I started cutting my teeth on content management platforms, social media management platforms … then in the late 2000s and early 2010s, I became somewhat established as having a degree of expertise with social listening platforms. For some time now, I’ve been demo-ing, testing and using influencer marketing software. As you know, I use Tagger. They are the presenting sponsor of Winfluence. It’s a soup-to-nuts influencer marketing solution, very powerful and you’ve heard a lot about it here. That said, I can count on one hand how many times I’ve been able to talk the CEO, president or owner of one of any of those platforms in a really candid conversation about the software space, their software and the industry in general. It’s not for lack of trying. But SaaS product executives are often protected by PR firms and beholden to shareholders first, so podcasters and industry influencers, if you will, are not primarily important.  Well today, I’m getting closer to not being able to count those I’ve had deep conversations with on one hand. That’s because Pete Kennedy, the president and co-founder of the aforementioned Tagger, a sponsor of this program. But Pete is here today to chat. And without handlers or PR monitors looking over anyone’s shoulder.  We dive into why there’s no real good, reasonable priced influencer marketing tools out there; whether or not these platforms are in an adversarial relationship with the social networks because of brand collaborations and payments of influencers; what should be on the roadmap for social influencer platforms, the trends in the industry and a lot more. And coincidentally, Pete Kennedy and I will be on stage together at the Influencer Marketing Show in New York City on April 27. I have a discount code for you to get tickets to join me there.   The Influencer Marketing Show is being held in North America for the first time. It’s a one day event in New York City, just off Broadway at the New World Stages on West 50th. It will be Wednesday, April 27, 2022 … coming up in just a few short weeks. I will be chairing one of the stages as well as moderating a panel featuring Pete Kennedy, who you’ll hear from today, and Jenny Heinrich, who leads influencer marketing strategy for Ketchum, one of the Omnicom companies. She’s just brilliant.   Go see the full speaker and topic lineup and get your ticket at jason.online/imsfalls. When you check out, use the code FALLS and get a 15 percent discount, just for listening to Winfluence.  Before we get to the break, I want to share something our friends at Storyblok have to make you smarter. It’s a new report called the State of Content Management and is a very useful survey of 515 businesses in the U.S. and Europe – companies just like yours – and how they are approaching content distribution through their digital channels in 2022.  Think about it: You have to provide content for your website. Maybe a mobile app. Then there’s ecommerce platforms. Voice-activated speakers … Managing content is more complex today than ever. Get insights and ideas on how companies like yours are tackling the content challenge with The State of Content Management Report from Storyblok. Just go to storyblok.com/winfluence for your free report.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 31, 2022
An Effort to Close the Gender Gap in Advertising Agency Ownership is Here
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This shouldn't come as a surprise to you, but I have a day job. At Cornett. It's an ad agency. And I love it there. What may come as a surprise to you is Christy Hiler, the owner at Cornett, is very rare in the ad business. And by that, I mean less than one percent of all advertising agency owners are women. Read that one more time. Yeah ... I know?! Today, Christy is launching an industry change agent movement called Own It. The effort is calling on women who own all or most of ad agencies to come together to join a community of leaders to discuss, dissect and defeat the problem. Interested women or non-binary owners can sign up to be a part of conversations, mentorship and more, at UntilYouOwnIt.com. Participants may also be invited to help discuss solutions to the problem on Christy's new podcast, also called Own It. Today on a special edition of Winfluence, we present a mini-version of the premier episode of the show. The 10-minute edit features Hiler interviewing Jean Freeman, the principal and owner at Zambezi, the largest female-owned advertising agency in the U.S. And for those of you who are interest in knowing, I produce the show for Christy. It is also the newest entry in the Marketing Podcast Network. This episode of Winfluence is still presented by Tagger, but we're foregoing the sponsor talk today so you can hear the debut of Own It from Christy Hiler. Be sure to subscribe to Own It at UntilYouOwnIt.com or by searching for Own It wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 28, 2022
The Alpha Collective is One Ticket to Web 3.0 Success
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I waxed poetic a couple of weeks back about the Metaverse. It is part of the larger grouping of new technologies and opportunities that fall under the umbrella of Web 3.0. The Metaverse, which is largely virtual worlds, is all about experiences.  Then you have crypto currency, which my best explanation of is the coins and virtual currencies you might be used to earning in video games, only they’re tied to a real market value and actual financial markets and exchanges which gives them real world value. Crypto can be exchanged for actual dollars. When we talk crypto we’re talking about Bitcoin or Ethereum … those are two the largest cryptocurrencies. But, there are hundreds. You can even sign up for your own personalized cryptocurrency and dole it out to people as a reward. Yes, it costs real money to have some crypto money. But the volatility of the crypto market means you could see the value of, say $100 in crypto one day, suddenly be several hundred the next day. There’s no guarantee, of course. And that value can also go the other way, too. For the record, I have invested exactly $50 in cryptocurrency to date. It is currently valued at about $28. So I’m not convinced. And then there’s NFTs. Just the thought of that gives me a headache. And I’m not the only one. Which is exactly why Joseph Jaffe is here today. Frankly, it’s why Joseph Jaffe exists. He is a forward-thinker. An innovator. A change agent. He wrote a book called Join the Conversation before brands were echoing that mantra about social media.  And he’s at it again. Jaffe has pulled together a collection of Web 3.0 thinkers into a new premium community called the Alpha Collective. It’s a limited-capacity, paid membership community that will feature weekly lectures to help members wrap their heads around succeeding in Web 3.0 business and technology. But each member will have direct access to each of the speakers and other experts in the community for networking Q&A, potential consulting and the like.  The name Alpha Collective implies you’ll get to see things before anyone else. And that’s the point. If you or your business wants to be on the forefront of Web 3.0 success, whether you’re a brand or an influencer, you should pay close attention today.  On a side note, I’m speaking at the Influencer Marketing Show in New York City on April 27 and I have a discount code for you to get tickets to join me there. IMS has been held in London the last few years. I’ve been honored to be an emcee and moderator for the last two as they were virtual events. Now IMS is not only back to IRL, but it’s here in the U.S. for the first time.  It’s a one day event in New York City, just off Broadway at the New World Stages on West 50th. It will be Wednesday, April 27, 2022 … coming up in just a few short weeks. I will be chairing one of the stages as well as moderating a panel for my friends at Tagger. They’re the presenting sponsor of this podcast, by the way. Go see the full speaker and topic lineup and get your ticket at jason.online/imsfalls. When you check out, use the code FALLS and get a 15 percent discount, just for listening to Winfluence.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 24, 2022
Public Speakers are Influencers. Here's How to Find the Right Ones.
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I attended my first in-real-life conference last week. Social Media Marketing World happened with actual, physical people in an actual physical place – the San Diego Convention Center – and mostly without masks, though the hugs and enthusiastic closeness is still faint compared to what they once were. Ironically enough, the buzz was all about the Metaverse and NFTs … the fake worlds where the prognosticators are saying the future lies. Everyone was excited about being back in person only to talk about never having to do anything in person anymore. But that’s me being Mr. Crankypants, I guess. My talk on influence marketing and the concepts we talk about here on Winfluence went over pretty well, I think. The Social Media Marketing World audience is made up more of the small to medium sized business owner and marketer who is still new to a lot of the digital and social space. Influence marketing there is probably an advanced topic. And I was the only one speaking on the subject. But the crowd was engaged, asked good questions. I got good feedback, so hopefully I helped a few folks along with their thinking. Maybe even a few of them have joined us here on the podcast. And that’s kind of what I want to talk to you about today. Public speaking and public speakers. I’ll break it down in a couple of ways. First, public speakers are influencers. The nature of their craft is to stand in front of a room of people to persuade them of something. That’s our core definition of an influencer – someone who can persuade an audience to take action.  It’s important for you to know who the influential public speakers about your industry, business, topic or product category are. They are low-hanging fruit in terms of finding influential people to help you. But I also want to talk about what makes an audience not trust a speaker. Also, and speaking of speakers, I am speaking at the Influencer Marketing Show in New York City on April 27 and I have a discount code for you to get tickets to join me there. IMS has been held in London the last few years. I’ve been honored to be an emcee and moderator for the last two as they were virtual events. Now IMS is not only back to IRL, but it’s here in the U.S. for the first time.  It’s a one day event in New York City, just off Broadway at the New World Stages on West 50th. It will be Wednesday, April 27, 2022 … coming up in just a few short weeks. I will be chairing one of the stages as well as moderating a panel for my friends at Tagger. Go see the full speaker and topic lineup and get your ticket at jason.online/imsfalls. When you check out, use the code FALLS and get a 15 percent discount, just for listening to Winfluence. This episode is sponsored by Tagger, the complete influencer marketing solution. It has recently released a new product feature called Signals, which provides creator listening for its customers. Tagger president and founder Pete Kennedy joins Jason Falls to explain more about Signals. To see it for yourself and get a demo of Tagger, visit jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 21, 2022
The Teenage Slime Queen Turned Successful Entrepreneur
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About three or four years ago my daughter Katie came home with a gallon jug of borax and another of Elmer’s glue and announced she was going to make slime. As you can imagine, I was more than thrilled to have a 10-year-old playing with chemicals and food coloring all over my house.  But she and a couple of her friends had fallen into the slime craze and wanted to make it. A similar thing happened to Angelina Ly maybe a year to earlier than that. She was 14-years-old at the time. She started making slime and posting pictures and recipes on social media channels and became quite popular as a slime influencer. So she started making slime recipes, packaging them and selling them on Etsy. Then migrated over to her own website and Shopify account. Late last year, she sold her 15,000th order. And all this was happening while she was in high school and her first year of college. Angelina Ly is the influencer and entrepreneur behind Firefly Slime. She is a mega influencer in the space, has done brand partnerships and all the things that go along with being an influencer. But she also walked that interesting entrepreneurial balance of also selling products and driving revenue for her own brand. She has been so successful doing it, her parents finally let go of the obsession with telling her to be a doctor or a lawyer.  Angelina and I caught up recently to chat so we could learn more about her balancing act of being an online business owners and an influencer. All around slime. This episode is sponsored by Tagger, the complete influencer marketing solution. It has recently released a new product feature called Signals, which provides creator listening for its customers. Tagger president and founder Pete Kennedy joins Jason Falls to explain more about Signals. To see it for yourself and get a demo of Tagger, visit jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 17, 2022
The Opportunity & Nuances of Gamers as Influencers
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How many of you would call yourselves a gamer? Well, if you play Wordle, you’re a gamer. If you got sucked into Angry Birds, Candy Crush, or Trivia Crack … gamers all.  I have 3-4 games I have on my phone to pass time waiting at a doctor’s office, or to watch while I sit with my family watching a show I’m either not into or can listen to rather than watch. That makes me a gamer. The demographics and statistics on gamers are actually quite surprising. According to Statistia, 38% of gamers are 18-34 years old, but 35% are 35-64. The female segment has always been far higher than one might expect. Statistia says 45% of gamers are female. Our guest today has data that says the majority of gamers are women. But gaming as an avenue for influence marketing seems a bit of an enigma. My perception of that is a someone on Twitch playing Halo wearing my brand’s logo on their T-shirt. But millions of people watch video gamers play games just like mainstream consumers watch sports, go to concerts and more. Irina Shames says people just appreciate the artistry at play with gamers. And those huge audiences present opportunities for brands.  Irina is the executive vice-president of revenue and strategy for 3BlackDot, a digital entertainment studio that connects brands to audience-driven creators. So a version of influencer marketing. She joined me to chat about the somewhat mysterious world … at least to me … of gamers as influencers. There’s a lot of great insights in this discussion, folks. The gaming world relies heavily on the concept of community, with influential gamers having their own and a very genuine relationship with them. Brands coming to the table with them need to be community focused, which is not the standard operating procedure for most brands.  This episode is sponsored by Tagger, the complete influencer marketing solution. It has recently released a new product feature called Signals, which provides creator listening for its customers. Tagger president and founder Pete Kennedy joins Jason Falls to explain more about Signals. To see it for yourself and get a demo of Tagger, visit jason.online/tagger today. And here are links to the Creator Camp my pal T. Adeola is leading in Dayton, Ohio: Cohort Scarlett - March 21-26 Cohort Gray - March 28-April 2 Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 14, 2022
Cooking Up Great Content With The Grill Dads
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Many of you know I host another podcast on the Marketing Podcast Network called Digging Deeper. Occasionally on that show, we interview someone that has a perspective or focus on something that either is, or is related closely to influencer marketing. When we do, I like to share that interview here as well. Why not make sure you get the good intel, too. Last week, I had the pleasure of chatting with Mark Anderson and Ryan Fey. Those names may or may not ring a bell with you, but they might if you just call them, Mark and Fey. They are The Grill Dads. Hosts of the popular Food Network show where two backyard grill jockeys cook up tasty recipes and some good humor for all to see. But Mark and Fey are actually ad agency guys who started cooking out for friends, then for some pop-up restaurants and food trucks in the Los Angeles area. They entered one of Guy Fieri’s cooking competitions and won. Now, they don’t do just the show even now. They have day jobs, Ryan is still a creative director in the ad world Mark is running a different kind of business these days, but still with his normal creative tendencies.  I talked to the Grill Dads about the show, the social engine that drives it, where they see content marketing and creative leading both brands and influencers these days, and a lot more. It was a fun, funny and useful conversation. So I’ve pulled that interview out of Digging Deeper to share with you today.  While I’m thinking about it, though, you should jump over and subscribe to Digging Deeper as well if you aren’t already. On that show, I tend to talk more to brand-side marketers and experts about marketing strategy, creative and such from a more broad level than we typically get into on Winfluence.  You can find that show and links to all its various subscription platforms at cornett.online/diggingdeeper.  And stick around after the interview. I’ve got a few housekeeping notes that will be of interest to you about some events. This episode is sponsored by Tagger, the complete influencer marketing solution. It has recently released a new product feature called Signals, which provides creator listening for its customers. Tagger president and founder Pete Kennedy joins Jason Falls to explain more about Signals. To see it for yourself and get a demo of Tagger, visit jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 10, 2022
What Brands & Influencers Need to Know About the Metaverse
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The Metaverse has been on the top of minds and conversations of most people in the marketing space in the last few months. Ever since Mark Zuckerberg and Meta, ne’ Facebook, went all-in on VR to inflate stock prices because they had Oculus headsets to sell now, this seemingly new virtual world as a consumer and business reality has produced an explosion. Unfortunately, the explosion as been one of consultants and experts and specialty agencies telling brands and influencers that if they’re not in the Metaverse, they’re yesterday’s news.  Well, slow your roll there, though leader wannabes. The Metaverse is neat, but it’s not for everybody or every brand. And there’s still a lot of gap closing that needs to happen between consumer engagement there and brands solving the problem of how to drive that engagement.  Last month I dedicated most of my monthly email newsletter to sharing my honest thoughts on the Metaverse and how brands, consumers and influencers can use it. The piece was so well received one of my fellow thinkers in the space, Ted Rubin, used my rant as his email newsletter last week. It was the first newsletter in a long time that earned more than a couple of replies from subscribers, too. More than a dozen people reached out to say how excited they were to read it and how refreshing it was to have a realistic perspective on this new world to chew on.  Today on Winfluence, I’m going to share much of that piece with you. I’ve put it through the filter of it being used as a podcast script and tried to underline the influencer marketing implications a bit, so it’s a little different than the original.   But I’m going to give you my honest opinion of the Metaverse and how we can and should prioritize its use in today’s commentary. This episode is sponsored by Tagger, the complete influencer marketing solution. It has recently released a new product feature called Signals, which provides creator listening for its customers. Tagger president and founder Pete Kennedy joins Jason Falls to explain more about Signals. To see it for yourself and get a demo of Tagger, visit jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 07, 2022
The Best Conversation You'll Hear About Podcasting
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You may recall our episode from late January in which I adopted an exaggerated satirical stance responding to a podcaster who had taken exception to my answer to a question on Twitter. The question, from my fellow Marketing Podcast Network creator Seth Goldstein, was whether or not podcasting was a modern form of busking, or a street performer playing for change. I said no and Tanner Campbell, a podcast consultant who has his own show called Podcasting Sucks, disagreed and fired off an episode about me. And I responded with my tongue in cheek finger wagging. You can check that episode out at a link in the show notes for this episode, of course.  In that back and forth, Tanner and I got to know each other a bit more and discovered we were kindred spirits in a lot of ways. So we thought a more friendly fire discussion about podcasting was in order. What evolved in our discussion was really interesting and fun. The first half of our conversation turned out to be Tanner asking me a bunch of questions. When I realized he was taking over my show, I flipped the conversation and got to know him a bit more. We talk about the history and recent explosion of podcasts, how both of us got started, our opinion of repurposing video content as audio podcasts … and on and on and on. We also spent a lot of time talking about the ability to grow and monetize podcasts in this era of mainstream media companies dominating the landscape. Super useful conversation.  There’s even some good nuggets in there on my history as a radio deejay.  Honestly, we could have kept talking for hours, but we’ll leave the marathon podcast to the wingnuts of the world out there. Today’s episode is probably the first of more to come as we just sat and picked each other’s brains. What resulted was what I think is a pretty damn useful listen for those of you interested in podcasts to build your influence as an influencer, or as a brand. This episode is sponsored by Tagger, the complete influencer marketing solution. It has recently released a new product feature called Signals, which provides creator listening for its customers. Tagger president and founder Pete Kennedy joins Jason Falls to explain more about Signals. To see it for yourself and get a demo of Tagger, visit jason.online/tagger today. More links we referred to in this episode: Tanner Campbell’s calling out of Jason on Podcasting Sucks The previous episode of Winfluence where Jason responds The book Jason couldn’t remember the name of was Stiff: The Curious Life of Human Cadavers by Mary Roach. Tanner’s main website (TannerHelps.com) Tanner on Twitter Stoicismpod.com - Tanner’s stoicism podcast Retoldthepodcast.com - Tanner’s mythology & folklore podcast Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 03, 2022
The "Why" We Pay Influencers is All Wrong. Here's How to Fix It.
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If you’re an influencer or a talent manager, today’s commentary might make you a little uncomfortable. I’m just going to throw that out there as a warning. But bear with me … I’m going to dish some harsh realities to our brand and agency side friends, too.   We’ve been talking a lot lately about when to pay influencers. Last week’s commentary answered a listener question about when to transition from paying with only product, to adding cash to the mix.  But we haven’t really dug into WHY we pay influencers. And depending on your perspective, the answer to that question is different.  Influencers think we pay them for their talent. Brands think we pay them for their audiences. Talent managers think we pay them for a magical list of exhaustive qualities few of us pay attention to. And agencies think we pay influencers because they’ve duped the world into thinking they’re effective.  Sarcasm aside, the first thought of why we pay influencers has long been, to get our message in front of their audience. But that WHY is all wrong.  The problem is there are multiple WHYs in the equation. And those WHYs need to be considered by influencers and talent managers in how they price brand engagements. They also need to be understood by brands and agencies so what they pay is fair. But what is fair pay for influencer and content creator engagement? We’ll look at the various WHYs and I’ll share what I think is a direction towards fair, in today’s commentary. This episode is sponsored by Tagger, the complete influencer marketing solution. It has recently released a new product feature called Signals, which provides creator listening for its customers. Tagger president and founder Pete Kennedy joins Jason Falls to explain more about Signals. To see it for yourself and get a demo of Tagger, visit jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 28, 2022
The Comedian Turning Comics into Content Creators & Influencers
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I have been a student of stand-up comedy from my earliest memories. I would stay up late when I was little to watch The Tonight Show with Johnny Carson just to see the monologue, then hope beyond all hope one of the acts that night was a comedian. Later, I fell in love with David Letterman, who had more comedians and introduced me to a broader love of the craft. I bought cassette tapes of Dennis Miller, Bobcat Goldthwait and more. And, of course, anyone who grew up in the 1980s and loved stand-up comedy, had Eddie Murphy’s Delirious and Raw memorized.  I love stand-up. And stand-up comedians. So I was quite aware of the plight of them during the pandemic. Clubs couldn’t open safely. Many closed for good. And the comedians themselves? They had to turn to alternative ways to earn a living.  One of those comedians used the challenge of the pandemic to turn his colleagues from the club circuit into content creators for brands. Richie Redding spent 19 years as a club comedian. The last 13 of those that was his full-time job. When he reached the point of pandemic panic, not knowing how he was going to pay the bills, he got a call from an ad agency that needed a funny video.  The ask to be a content creator lit a fire under him and Redding started a comedy consulting firm. Funnier Than You Are offers brands the opportunity to tap into professional comedians for comedy content. Redding forms a writer’s room and matches the writer friends with the brand’s target audience. The content they’re producing is making a dent, helping brands churn out far better content than they would otherwise, even from their agencies … and I’m an agency guy! But beyond that, Redding is expanding the concept to help build individual influence and influencer status for his roster of comedy writer’s too.  This episode is sponsored by Tagger, the complete influencer marketing solution. It has recently released a new product feature called Signals, which provides creator listening for its customers. Tagger president and founder Pete Kennedy joins Jason Falls to explain more about Signals. To see it for yourself and get a demo of Tagger, visit jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 24, 2022
The Tricky Migration Point from Product-Only to Paying Influencers
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A couple of weeks ago a marketing executive with an online retailer in the United Kingdom reached out to ask for my feedback on something. Her situation was not dissimilar to many people who email or message me with influencer marketing inquiries.  The company sells sporting goods and apparel, has grown nicely over the last few years and is trying to find ways to drive more revenue and growth through social media. Like most of us, they’re turning to influencers as one channel to improve that part of their marketing mix.  But, again like many, they haven’t been overly impressed with the return on their investment in influencers. According to her inquiry, “many of our influencer campaigns perform poorly, or not quite as expected.” To date, the company has only engaged influencers willing to exchange posts for products. They haven’t had to outlay cash. In their defense, for those of you who think there should always be a cash offering to creators, some of the products they have had to offer score in the thousands of dollars, so it’s not out of the question to think a trade for services might be in order on occasion. That gray area between exchanging posts for product and investing in influencers on a more advanced, but also cash-centric level is a difficult one to navigate without upsetting some apple carts along the way, either internal or external. So the executive in question posed this as a question: “We’re finding it difficult to differentiate the accounts likely to succeed vs those that generate nothing. Generally, our outreach attempts do get responses, though more and more are requiring cash instead of product. Do you think it’s necessary to provide cash now as an incentive to better our chances at achieving our goals?” She said they would appreciate any ideas I had on how they should better approach influencers and how they should look at compensating them. I’ll share my answer in today’s commentary. This episode is sponsored by Tagger, the complete influencer marketing solution. It has recently released a new product feature called Signals, which provides creator listening for its customers. Tagger president and founder Pete Kennedy joins Jason Falls to explain more about Signals. To see it for yourself and get a demo of Tagger, visit jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 21, 2022
More Proof Influencer Marketing is Dominated by Women
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We talked last time about the influencer pay gap and new data from IZEA that gives us a look at progress made … or not … in the breakdown of how women are paid compared to men and how various races and groups are paid when compared to white counterparts.  One of the surprising pieces of data there for me was the vast gap in the number of influencers by gender. IZEA’s numbers showed that 83 percent of the content creators it analyzed were women. Whether or not that gives us some level of explanation or context around the gender pay gap, that’s a huge difference in sheer numbers. Collabstr also recently released some interesting influencer industry data. Collabstr is also a software company that helps brands source influencers and content creators on various social networks. Its 2022 State of Influencer Marketing Report has another treasure trove of data analyzing the 5,000 brands and 27,000 influencers in Collabstr’s data set. It goes deeper in the gender and age breakdowns of influencers by platform. Did you know that over 80 percent of TikTok creators from 50,000 followers and down are women? Seventy-five percent of TikTokers making money with Collabstr are females. The number on Instagram is 78 percent. YouTube is even woman-heavy at 69% of creators from the female side of the gender aisle. Kyle Dulay is a co-founder at Collabstr. He joined med recently to talk through his company’s report, its implications for brands and, of course, we spent a little time talking about Collabstr’s platform and what makes it stand out.  Today's episode is sponsored by Tagger, a complete influencer marketing management solution. We talk to Tagger customers to get their insights on the platform and influence marketing. TJ Ferrara is one of those customers. He’s the co-founder of Bubs Naturals, a health and wellness family of products. I spoke to him recently about how he uses Tagger.  To learn more and get a demo to see if Tagger is right for you, just visit jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 17, 2022
What the Good and Bad Numbers on the Influencer Pay Gap Mean
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You can’t be involved in the influencer marketing space without hearing about, talking about or considering the influencer pay gap. When the topic first emerged, it referred to the disparity in pay between men and women who are content creators. Quickly, however, the influencer pay gap issue focused on the gap between white and non-white or BIPOC creators as well. For a while in early 2021, it was almost all we talked about. Mind you, I’m not complaining. We were right to talk about it. And talk about it a lot. The more equitable and fair pricing and payment can be across influencer categories, the better.  And it appears our conversations are having a positive impact on the gap. It is shrinking. New data out from IZEA, which has been tracking pay disparity among influencers since 2015, shows another year of progress in closing the gaps.  But when you look further at the data, more questions than answers emerge. It’s not time to celebrate yet. It is time to start asking deeper questions about the data so we’re not looking at false positives and missing hidden problems. I’ll dig into it, and explain, in today’s commentary. Today's episode is sponsored by Tagger, a complete influencer marketing management solution. We talk to Tagger customers to get their insights on the platform and influence marketing. TJ Ferrara is one of those customers. He’s the co-founder of Bubs Naturals, a health and wellness family of products. I spoke to him recently about how he uses Tagger.  To learn more and get a demo to see if Tagger is right for you, just visit jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 14, 2022
Understanding the Imperative of Short-Form Content
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Despite my best efforts, the world of social media continues to migrate to … some might say devolve to … short form content as the most desirable type. Forgive my contrarianism about TikToks, Reels and Stories, but I’m a podcaster and a blogger. I’m also a B2B content creator myself, which tends to lean toward longer-form content as the preference.  So my nature is simply the antithesis of 15-second videos and 10-second story frames. When I stop to consume content … and apparently create it … I want to read an article. Or watch an in-depth video interview or documentary. Or listen to a podcast, which depending on the topic, could last 15 minutes like my Monday commentaries. 30-minutes or so like these interview episodes, or even a lot longer if the subject of the interview or the topic of conversation is really interesting.  But, I’m creeping up on 50. The trendy audiences most marketers covet are half my age. And alas, have less than half my attention span.  All joking aside, all of us marketers, regardless of age or content preference, have to recognize, understand and implement strategies and tactics that feature short-form content. Ashwath Narayanan is the CEO and founder of Social Currant. It is a, “next generation youth-powered emerging media agency,” according to its website at SocialCurrant.co. It also has a companion influencer marketing search engine to help you identify content creators. But Social Currant specializes in that hot, trendy short-form content. So, I asked Narayanan to swing by and chat with us about why it is so imperative for marketers to embrace it, how to create good short-form content and his take on influence marketing in general. I turned a nice phrase in this episode that bakes in a nice reminder of how to mix short form content with long-form, so keep an ear out for that. I’m hoping it catches on.   This episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with T.J. Ferrara from Bubs Naturals, a health supplement company, about how they use Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 10, 2022
The Long-Term Effects of Creator Marketplaces Will Kill Creators
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Whether you’re an influencer or a brand, the concept of the creator marketplace brings with it some appeal. For the content creators out there, the opportunities to work directly with brands can be a lifeline. That’s especially true when you’re growing your audience from micro- to mid-tier or mid-tier to mega influencer. For brands, creator marketplaces mean simple integrations to support creator content with amplification through paid spend, and easily integrated analytics … no chasing screen shots or performance numbers from creators after the fact.  But the transparency in pricing in creator marketplaces also drives costs down over time. I know when I look through creator marketplaces for clients, I often look for 2-3 lower-cost creators that equal the impact of one with a larger following and larger fee. Eventually those larger fee influencers catch on and lower their rates to stay competitive.  So creator marketplaces are a boon for brands that often struggle with paying one influencer as much as it can cost to hire an entire agency to create an ad campaign. And over time, creator marketplaces mean the cost to the brand becomes more efficient.  While there seems to be good and bad for both creators and brands in the creator marketplace model, there are a few of us who know in the long-run, creator marketplaces will kill creators. I’ll explain how and why I know, in today’s commentary. Today’s episode is presented by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with Meredith Jacobson from We Are Boosters, about how she uses Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 07, 2022
Digging Into True Influence with Author and Trainer Brian Ahearn
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For those of you who have been with me on this journey through influence marketing for a while, you know that I get really excited when we can zero in on the concept of influence rather than influencers. The whole theme of my book Winfluence, and a lot of what we talk about here on Winfluence, the podcast, focuses on the fact that removing the "R" from the term means we have a more holistic approach and success with leveraging third parties to influence audiences to take action. In the world of sales and marketing, the term Influence gets thrown around, but it often harkens people back to the seminal book on persuasion from Dr. Robert Cialdini called Influence. It was published in 1984 and is still selling today. In fact, the most recent update actually amended his six principles of persuasion. There are now seven which my guest and I get into today on the show. That guest is Brian Ahearn. He is a Cialdini disciple. So much so that he’s even been certified as a Cialdini instructor and teaches techniques in influence and persuasion to corporate sales teams, marketing departments and beyond for a living. I chatted with Brian on Digging Deeper, Cornett’s podcast a few months back. He told me then he was working on a new book.  That new book is out. It’s called The Influencer. And he’s here today to talk about it, but also to walk us through the principles of influence he teaches and how they can apply to our own credibility and influence, but also in practical manifestations like choosing the right influencers to use for your influence marketing efforts.  The book, by the way, is a story of fiction … a business allegory if you will … about a character named John Andrews, and his path to learning to become influential. I loved the book. It reminded me of a similar parable approach to business principles which is probably my favorite business book ever called Happy Work, by my pal Chris Reimer.  Brian will tell you more about it and influence in today’s episode, which is presented by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with Meredith Jacobson from We Are Boosters, about how she uses Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 03, 2022
Is Podcasting Just a Form of Busking? Certainly Not!
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My pal Seth Goldstein asked an interesting question on Twitter last week. He posed this: “Is podcasting just a form of busking?” For those who don’t know, busking is a term used mostly in Britain to describe street musicians and performers. The root of the definition is people who perform publicly for tips. Seth is not only a friend, but one of my fellow Marketing Podcast Network hosts and creators, so I chimed in. My response was quick, but I think accurate and definitive: I said, “Certainly not. Podcast listening is opt-in and on-demand. Busking would be pushing your podcast through a loudspeaker system and blasting it to people who didn’t ask for it.” Tanner Campbell disagreed on Twitter. And then devoted an entire episode of his show Podcasting Sucks, to arguing against my position. He called me out and picked apart my answer in a good, old fashioned, social media throw down. Perhaps Tanner doesn’t realize that the first time I came to anyone’s attention on the Internet, I posted a scathing review of a social media conference by calling out the speakers there I thought did the attendees an injustice. The dais included Rand Fishkin, Danny Sullivan, Neil Patel and many others considered luminaries then and now. And I stood my ground. Which is, incidentally, why I started getting invited to speak at conferences rather than attend them. That’s right Tanner! I was kicking up stuff on the social medias before you had facial hair. You poked the bear, son.  I respond to Tanner’s rebuke in today’s commentary, which for the record, will be presented in a satirical caricature for fun. This is, after all, as Tanner put it, a silly topic. So I’ll be silly with it. Enjoy! This episode of Winfluence is presented by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with Meredith Jacobson from We Are Boosters, about how she uses Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. More Links: Seth Goldstein's Entrepreneur's Enigma Seth Goldstein's Digital Marketing Dive Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 31, 2022
How to Find and Engage B2B Influencers, From a B2B Brand
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In influencer marketing, and certainly in marketing overall, there are generally two types of focus. The one we talk about more often is consumer marketing, also know as business-to-consumer or B2C. Then there’s business-to-business, or B2B. B2B brands sell software, equipment or services to businesses, sometimes for price tags far too high for an individual purchase. So think of complex IT systems, office equipment, construction machinery or even professional services like legal, accounting, human resources or even marketing agencies. B2B sales cycles are longer … sometimes in excess of 12- to 18-months. So there’s a lot more for a brand to do to attract prospects, build relationships and trust, educate the prospect about the product and ultimately get them to commit sometimes significant corporate dollars to pay for it.  That relationship building and trust is key. And for many B2B brands, that’s where influencers come in. But not Instagrammers and TikTok-ers, per say. B2B influencers are those that have deep knowledge and trust in very specific communities. They’re often academics, industry analysts, executives, researchers and more. Often, their influence can’t be measured by their number of online followers. As such, B2B influencer marketing is often more difficult.  Justin Levy is the director of social media and influencer marketing for Demandbase. It is a company that provides software to manage the account-based experience. So think of CRM software that also ties your content marketing into the sales process. It keeps your database of prospective customers, a record of all the times and ways you’ve communicated with them, where they are in the sales process, and what content you should serve them next to move them along to purchase. Justin spent several years at Citrix managing the GoToMeeting and GoToWebinar social and influencer connections, so he has a lot of experience building B2B influencer relations. We caught up with Justin to talk about how he finds influencers for his B2B efforts, what kind of engagements he and the Demandbase team engage them for, and then how his company uses content in an innovative approach to meet the prospect and other stakeholders where they are in the process.  He gives us good insight into how a B2B brand works and thinks of influencers. I’m sure the conversation will inform and inspire you, even if your focus is more B2C. This episode of Winfluence is presented by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with Alexandra Walsh from 3 Day Blinds, a premium window treatment brand, about how she uses Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 27, 2022
It’s Time To Stop Laughing at Kids Who Want To Be Influencers
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What did you want to be when you grew up? I waffled between professional baseball player and fighter pilot when I was really young. Then I went through a phase of wanting to be an architect or to anchor SportsCenter. The latter of those indirectly led me here, which is at least in the right industry. I’ll guarantee none of you ever said you wanted to grow up to be a YouTuber. Or a TikTok star. But those are some of the top answers that children give today to that question.  A few years ago, we would laugh. Today, we probably still do, but we shouldn’t.  An online content creator, or influencer if you will, is a skilled craftsperson whose earning potential in today’s world far exceeds that of most of the jobs these kid’s parents have. To laugh at them and dismiss that career path because we think it’s short-sighted and foolish, only exposes us as being short-sighted and foolish.  My friend Arik Hanson had blog post last week that caught my attention. Arik is a social media and public relations consultant, speaker and influencer in his own right based in Minneapolis. He’s also one half of Hanson & Hunt, a great PR and communications podcast that is also on the Marketing Podcast Network along with this show. Arik’s post last Tuesday was titled, “Will your kids go to school to be professional social media influencers?” I know. Most of you chuckled at the notion. But you shouldn’t. I’ll tell you more about why in today’s commentary. Today's show also features reference to my daughter's young adult book review channel on YouTube and encourages you to add a subscription to my YouTube channel, now including a version of this podcast, so her 200 or so more followers than me can perhaps stop being a source of personal embarrassment. Heh. And we also highlight our first listener voice mail today. Marc Duke, a B2B influencer consultant and all-around CMO brain for hire in Great Britain, had some comments and a question about last week's commentary on influencer consultants. This episode of Winfluence is presented by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with Alexandra Walsh from 3 Day Blinds, a premium window treatment brand, about how she uses Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today.   Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 24, 2022
What's Wrong With Influencer Marketing's Current Monetization Model?
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We’ve been spending some time on the show of late talking about the future of the creator economy and how influencers can plan for monetization either with or without the big social networks where much of their audience may lie today. Two episodes ago, we talked to Ramiro Canovas from FanBase, which is a lot like OnlyFans only without the stigma of everyone there being adult content creators.  Be sure to go back and listen to that episode as it makes a case for the owned content overall. This week, we’re going to dig into the concept of owning both your channel and your audience a bit deeper with P.J. Leimgruber. He is the co-founder of the Clash App … no, not an app that allows you to listen to London Calling and Rock the Casbah. Clash App is an owned content app that allows video creators to not only engage with their core fans and subscribers, but allows those subscriber to post Drops … these are cash payments … tips if you will … to those creators for their content.  The discussion made me think of the old blogger tip jars, but with a more defined purpose and a community of people conditioned to send them.  So today we’re hearing more about whether or not fan-funded content creators can go beyond just a subscription model. How does that future stack up from a creator monetization standpoint? And is Clash App a method you as an influencer can generate income. Do these platforms hold any relevance for brands as well? Sure … if the influencer has a big audience there. But we get into that and how the creator economy payment structure is flawed with P.J. I think you’ll appreciate is expertise and perspective.  This episode is presented by Tagger, the complete influencer marketing solution. Find out more and sign up for a demo to see if Tigger is right for you by visiting jason.online/tagger today.  In this episode, we chat with influencer marketing consultant Meredith Jacobson of We Are Boosters about how she uses Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 20, 2022
What Does an Influencer Consultant Do?
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Influencer marketing done right can be quite the task for a marketer, or even a marketing team. It takes time and thoughtfulness to select, engage, manage, execute and measure influence marketing campaigns, just like it does for any other type of marketing. For many businesses, influencer marketing is just a small piece of their overall marketing puzzle, so they need help. Enter the influencer consultant. But what exactly does an influencer consultant do? And how much do they charge? Ask 100 people in the industry those questions and you’re liable to receive 100 different answers. That’s largely because each consultant is different and even the role of a consultant is vague.  I’ve been hired as a social media consultant before, but performed tasks that would be better defined as public relations, digital marketing or just marketing. Inevitably, I employ a wide range of experiences to just help clients move their business forward, so putting one discipline’s label on it is misleading. The same can be said for an influencer consultant, too. The inference is they’ll handle your influencer marketing. They may. But depending on the consultant, they may only handle parts of the process. Or they may have a wide breadth of knowledge and experience and also help you with creative ideas, public relations, social media and beyond. In my current role at Cornett, I serve as the chief influence strategists … a type of consultant … to our clients. I also advise and refer others to influencer consultants if Cornett is not a good fit. It's my job to know what an influencer consultant does. Today on the podcast, I’ll spell it out in as much detail as will fit into a 10-15 minute show, so that you can understand whether you need one, or what type of influencer consultant is better for your business.  This episode is presented by Tagger, the complete influencer marketing solution. Find out more and sign up for a demo to see if Tigger is right for you by visiting jason.online/tagger today.  In this episode, we chat with influencer marketing consultant Meredith Jacobson of We Are Boosters about how she uses Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 18, 2022
Is The Future of Influence Marketing in Subscription Content?
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Is the future of the creator economy and influencer marketing in subscription based content? If you read the tea leaves in the industry, one may think so. Content creators face potential problems when they put all their content and audience eggs in someone else’s basket. If the Instagram servers go berserk one day, some content creators will take a hit in revenue. If the rules on TikTok or YouTube suddenly change, we’ll … influencers may S-O-L. Brands are also starting to value creators and influencers that have stronger relationships with, and thus influence over, their audience. What that means is an influencer with a big email marketing list, or captive on a podcast, is more valuable than someone who just has a social media following that may or may not see a sponsored post fly by in their streams. Subscription platforms offer content creators both a way to connect directly with their audience, building a following tied to email addresses and more rich contact information, but also to derive direct revenue from their fans.  Instead of following your favorite Instagrammer there, you pay a subscription fee of, let’s say $5 a month on a subscription platform, and you get exclusive access to the influencer’s content and maybe the influencer.  The most well-known of these platform is OnlyFans. But it is most well known for being a popular subscription platform used by adult content creators, so there is bit of a stigma there. Fortunately, there are other options. One of them is FanBase. Its chief technology officer Ramiro Cánovas, joined me recently to talk about the future of the creator economy. The challenged posed to creators by the existing social networks and influencer ecosystem, and the opportunity for content creators to create more direct revenue streams and genuine connections with their fans.  As you can imagine, I geeked out with Ramiro a bit. It didn’t help that he’s also a former professional soccer player, so we started off talking about some connections we have through the beautiful game.  This episode is presented by Tagger, the complete influencer marketing solution. Find out more and sign up for a demo to see if Tigger is right for you by visiting jason.online/tagger today.  In this episode, we visit with Alexandra Walsh from 3 Day Blinds, a premium window treatment brand, about how she uses Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 13, 2022
Why Measuring Influencer Marketing Shouldn't Be Hard
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It doesn’t seem to matter where, how or how often I talk to people about influence marketing, I inevitably get questions and seemingly confused looks and frustration from people about measuring what we do. Hey, I get it. Measurement can be confusing. It’s often an afterthought. But it shouldn’t be and it shouldn't be hard or intimidating. Back in September, my friends at Tagger asked me to contribute an article to the company’s blog that included my thoughts and helpful tips on measuring influencer marketing. The piece was well received and I was particularly proud of the thoughts I pulled together there. Today, I’m going to share that article with you in narrative form so that you, too, can hear my thoughts on why measuring influencer marketing shouldn’t be hard. Thanks to my friends at Tagger for inspiring the article and allowing me to share it here with you as well. You can find the original article on Tagger's website. If you click through you can also find your way to knowing how awesome a platform Tagger is for influencer marketing. They are the sponsor of this episode. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with Alexandra Walsh from 3 Day Blinds, a premium window treatment brand, about how she uses Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 10, 2022
How Brands Can Survive in a Web Without Cookies
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We’re now in 2022 and are within 12 to 24 months of a cookie-less world. Google announced in February of last year that sometime in 2023 it will no longer support third-party cookies for behavior tracking of is browser users. Safari and Firefox had already headed down that road, so it was rather inevitable. That poses a significant challenge for brands as advertising targeting and retargeting has often been tied to third party tracking of browser usage. We’re entering a cookieless world. David Tintner is the man behind a company that says it has the brand’s toolbox for thriving in a world without cookies. The company is called Thought Leaders. It leverages the long-form and social content and audiences of influencers to help brands target using better triggers for content and context. He loves building media plans for companies that includes ad spend on deeply contextual, long-form content … like podcasts.  So we hit it off nicely, as you might imagine. We’re going to dive in with David today to find out his take on how brands can better target audiences without cookies … perhaps more effectively than they did with them. We also dive deep into podcasters as influencers, the effectiveness of podcast advertising and much more. This episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with Alexandra Walsh from 3 Day Blinds, a premium window treatment brand, about how she uses Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 06, 2022
The Truth About All These Top Trends Posts for 2022
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Happy New Year! We’re kicking off 2022 as many podcasters, bloggers and prognosticators are … by looking ahead and anticipating what may come. But, I’ve got a couple things working against me in that regard. First, I’ve been observing and commenting on the social media space for over 15 years now. I’ve seen many a prediction post. I’ve written a few myself.  That means I know most of them are nothing more than pissing in the wind. No one who makes them has a clue what will actually happen. They just guess. As long as they don’t go off the deep end … and some do … they sound fairly smart and we nod and smile.  The other thing working against me is that I am quite a contrarian when it comes to the wide-eyed optimism of the tech elite and one percent of the one percenters that most of the truly new innovations and activities will apply to. So, my prediction posts aren’t real sexy. But they’re far more realistic than most.  I want to help you prepare for 2022 and what may come, but I also want you to be grounded in reality so you don’t waste time or money preparing for someone else’s imagination. Today on the show, I give you the honest truth about what to expect in 2022 … like it or not. This episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with Alexandra Walsh from 3 Day Blinds, a premium window treatment brand, about how she uses Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 03, 2022
Winfluence Special: On Brand with Nick Westergaard
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Today is a special episode of the show. I thought between the Christmas and New Year’s holidays I’d give you a treat and introduce you to one of our sister podcasts on the Marketing Podcast Network. For those who may not recall our episode from December 2nd of 2021, I have launched a network for marketing podcasts that serves two purposes: Allow like-topic podcasts an easy way to support and promote one another, and give advertisers wishing to reach marketers … an audience like you … an easier way to get to them.  I actually explained the Marketing Podcast Network in more depth a few weeks ago on Nick Westergaard’s outstanding show On Brand. Yes, it is an MPN podcast. Nick interviews all the important people in the world of branding and marketing, so his show is more broadly focused than mine. But he drills into podcasting or influence marketing and other topics, too. In our conversation, Nick and I talked about podcasting, but a lot more. In fact, he asked my thoughts on the Metaverse … our next horizon to conquer on the Internet. And, pardon the indulgence, but I offered up some thinking brand folks should hear. So, today on Winfluence, I’m going to share with you an episode of On Brand with Nick Westergaard, with me as the guest. I think you’ll find his show to be well-done and worth the subscription, but also the conversation we had to be quite useful. Winfluence is presented by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with T.J. Ferrara from Bubs Naturals, a health supplement company, about how they use Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 27, 2021
The Difference Between Celebrities and Influencers
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As I browsed the headlines from around the influencer marketing industry this weekend, something I do daily to keep up with all the things, I stumbled upon another of those Top Influencer lists. Now, we’ve covered my disdain for them before. The episode that published on September 20 of 2021 said it was time to do away with them. Alas, the content managers for many of the software companies still publishing them don’t listen to Winfluence … or maybe they do and just don’t listen to my advice. Which, I begrudgingly understand. But I found one from IZEA, a company I love and have worked with before. Ted Murphy, its founder and CEO was the first guest on this podcast when it re-shaped to become Winfluence. It caught my attention because it was ripe for another of my criticisms of how many people think of influencer marketing. The post was called Top 10 Basketball Influencers. I’ll tell you why I was leery of reading it and why I was pleasantly surprised when I did, in today’s commentary. This episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with T.J. Ferrara from Bubs Naturals, a health supplement company, about how they use Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 20, 2021
Leveraging Podcasts as an Influencer Marketing Channel
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If you’re a regular listener to Winfluence, and I know you are, you know that podcasting itself is a medium I consider a big part of our territory in the influence marketing space. While you may think of influencers as primarily social media stars with lots of followers – like Instagrammers and TikTokers – podcasters are also social media content creators. And many of them have big audiences. So, when we talk influence marketing, we have to talk about podcasts, too. Trevor Oldham latched onto the podcast wave a few years ago with not just his own, but freelancing to help people who wanted to do it, but didn’t have all the experience and technical skill to make it happen. Then, he stumbled upon a gap in the marketplace that has turned out to be a lucrative business for him. Trevor heads a company called Podcasting You. It’s main focus is to get its clients booked to be guests on podcasts. Think of it as a PR firm for those who want to get interviewed on this red hot medium. So, instead of starting a podcast, you can just position yourself or someone in your company’s leadership, to be a great podcast guest and earn that media versus paying for it. I caught up with Trevor to chat about what he sees in the podcast marketplace for brands and influencers themselves. He actually has a surprising answer to whether or not social media influencers should leverage podcasts to build their followings.  The clever thing about Trevor being on Winfluence … his team pitched him as they would a client. And the way they did it, well … it obviously worked. We talked about that, too.  Some good tips on how to leverage podcasts as an influence channel for your business or brand … and some salient ideas for you influencers are on today’s show. This episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with T.J. Ferrara from Bubs Naturals, a health supplement company, about how they use Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. And today's influence marketing podcast recommendation is the Onalytica podcast. Subscribe at Onalytica.com. Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 16, 2021
The One Thing That Will Solve the Influencer Pay Gap
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Research hit the wires last week that shows the racial pay gap between white and BIPOC influencers … that is those who are black, indigenous and people of color … is 29 percent overall and 35 percent between white influencers and black influencers. To put it another way, for every $100 a white influencer is paid, a black influencer is paid $65. I’m tempted to end the podcast right there and just angrily say to us all, press stop and go fix it. And that instruction includes me, by the way. The research was conducted by MSL, which is a public relations firm, and an organization called The Influencer League. It is a digital platform that serves as an education resource for influencers. The research took place from February to September 2021 and included surveys and interviews with over 400 U.S. influencers. Each were asked to report their follower count, race and income from brands.  The insights below the top-line pay gap numbers just underlined the sadness of the reality. But what bothers me more is we’ve been talking about this issue in earnest for well over 2-3 years. And the numbers aren’t any better. I’ll illustrate and share my thoughts on how to start to solve the problem, in today’s commentary. The recommended podcast today is Code Switch on NPR. This episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with T.J. Ferrara from Bubs Naturals, a health supplement company, about how they use Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 13, 2021
The Influencer Marketing Trade Body, Industry Trends & More With Scott Guthrie
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If you’ve listened to this show for any length of time, you’ve heard me recommend the podcast of Scott Guthrie. He’s the consultant and industry thought leader behind the Influencer Marketing Lab. He has a great podcast that I recommend periodically to you here. He’s also been named one of Talking Influence’s Top 50 people in the industry, which is an annual recognition, but he’s been on it probably every year they’ve done it. Scott consults, but he also is a frequent host of the Influencer Marketing Show, also a Talking Influence production and is frequently quoted and interviewed on the industry, mostly in Europe and the United Kingdom, but also around the world, including by media outlets here in the U.S. He also authors the Fourth Floor Weekly Email Newsletter which I’ve bragged about before as probably the best industry news resource for influencer marketing out there. The long and short of it is that Scott is probably the most knowledgeable person on the planet about influencer marketing. His background is in the PR and comms world. He spent quite a bit of time at Ketchum, but is an MBA and business consultant going back to the early days of social media. Recently, Scott launched the Influencer Marketing Trade Body in the UK with six big-name agency and company sponsors. That body is looking to become the trade association for influencer marketing there and unify other bodies around the world like the American Influencer Council, to put forth a unified set of standards for ethics and such globally. The idea is a much needed one in the business and the IMTB is certainly in good hands with Scott at the helm. Scott and I had a great discussion about a number of topics including the IMTB, the trend of influencers becoming creative directors, the influencer pay gap and a lot more. If you are looking for what the top thinkers in the industry are thinking about things … you’ve come to the right place today. Scott Guthrie is one of them and he’s here. This episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with T.J. Ferrara from Bubs Naturals, a health supplement company, about how they use Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 09, 2021
Proof in the Better Value in Micro-Influencers
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For the last probably year or year and a half, the conversation about the value of influencers has reverberated with the opinion that micro- and nano-influencers are more effective than the big stars with millions of followers. Logically, that makes sense. You have to spend a lot of money for one post with a big celebrity. You can get multiple posts from multiple micro-influencers that, over time, can add up to as much reach and far more frequency. But now there’s actual evidence to prove that theory. In fact, a new report out from TrendHERO, an influencer marketing software company specific to Instagram and one of the recent sponsors of this podcasts, actually helped me connect some dots to calculate the average cost-per-thousand, or CPM rate, of celebrity influencers versus micro-influencers. And the difference may startle you.  I’ll tell you all about it, in today’s commentary, and I have a little book news update for you at the tail end of today’s show, so make sure to listen through to the end. This episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with T.J. Ferrara from Bubs Naturals, a health supplement company, about how they use Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 06, 2021
Introducing the Marketing Podcast Network
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I’ve never really considered myself an entrepreneur, even though technically and by definition, I’ve been one a few times. When I started Social Media Explorer as a blog in 2007, my hope was to use it to publish my thoughts on an emerging industry trend and perhaps position myself as a thought leader. A couple of years later, that blog was the shingle I hung out in the consulting world. It then became a boutique strategy agency. I brought on a business partner and we grew to seven employees at one point.  In 2016, I co-founded the Conversation Research Institute with two partners as well. We tried for two years to bootstrap an idea that turned out to be too far ahead of its time. It was also intellectual property heavy without subsequent technology, so it wasn’t as attractive to investor dollars as it needed to be to survive.  While my side hustle role as an influencer in the social technology space can also be defined as entrepreneurial, it’s less build-a-business and more help some people out and make a little side money along the way.  So I’ve been an entrepreneur, but not with a great deal of intent or focus.  Lately, I’ve been hinting around at a new thing I’m doing. It’s a startup of sorts I’ve been building in what little spare time I have, but it’s something that I think you’ll agree fits into a passion spot for me and has a heck of a lot to do with influence marketing. The idea was actually born out of this podcast, so in a way, you have a lot to do with it.  It is a new business. I’m not leaving Cornett. It’s still a side hustle project at the moment, but for the first time in my professional life, I’m going into this with the intent and focus of building something exceptional.  I’ll tell you all about the Marketing Podcast Network in today's commentary. Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 02, 2021
Continuing the Conversation of Race and Influencer Marketing
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A couple of weeks ago, we had an interesting conversation about race with talent manager Johanna Voss. She represents almost exclusively women of color, though she is not one herself. And most of her clients are of the Hispanic-Latina variety. The natural next step in this conversation for me, anyway, was to dive deeper into the African-American perspective, too.  It just so happened that Lindsey Gamble reacted to and commented on the social content about that Johanna Voss episode. He is the influencer marketing and innovation manager at Mavrck, which is one of the top enterprise influencer marketing platforms and service providers out there. So we hopped on a call and chatted a bit, then I extended an invitation for him to come help us carry the conversation forward. Gamble actually sees the influencer marketing space from a few angles. You know I like guests who have that varied perspective on things. He started out in the social media world as a hip-hop blogger. He built one of the more influential platforms for that topic in the Boston area after graduating from Bryant University where he played football. Because he knew the content creation and social media space well, he wound up in roles at companies that wanted him to create content or connect with those who do. He landed at Mavrck in 2018 and managed a set of client strategies. He’s now in a senior role where he gets to advise across clients on innovating in the space. Which sounds like my dream job in a lot of ways. We talk about all that, but also get into the thicker conversation about race and influencer marketing. What impact did the social unrest and issues in 2020 have on the conversation? Is that swell of attention gone or are brands still pursuing making strides in that area. Is there a way to solve the pay gap issues between white creators and creators of color. For someone who works at a software and services vendor in the space, but knows the creator side as well, Lindsey brings an interesting perspective to the conversation. This episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  In this episode, we visit with T.J. Ferrara from Bubs Naturals, a health supplement company, about how they use Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 29, 2021
When in Doubt, Turn to Offline Influence
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There’s an agency owner I know out there who listens to this show. He reads the articles I write. He follows my posts on social media. When I recommend a software or a tactical idea, he tries it out. By his own admission, I influence him. I reached out to him recently via email to try and convince him to join a new little venture I’m starting that I’ll talk more about with you soon, but he was one of the people I thought to myself, “I’ve influenced him before. I’m sure I can convince him to do this with me so I can launch with more than just me.” So, I sent him the pitch, a follow up document with anticipated questions he might have, and even provided some social validation by including him in a private Facebook group where he could see that others like him were doing this with me. But he wouldn’t pull the trigger.  So I did something that most of us forget about doing. I put down the Internet and turned to offline influence. I met him for a drink and we talked it out. When all else fails in this virtual world of influencer marketing, you need to remember to turn offline to influence marketing to be successful.  I’ll explain more in today’s commentary.  Today's episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  Today we visit with T.J. Ferrara from Bubs Naturals, a health supplement company, about how they use Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 22, 2021
Exploring Influence Marketing in Latin America
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Influence marketing is truly a global phenomenon. We’ve talked to guests on this program who practice this craft all around the world. But we don’t spend a lot of focused time understanding how influence marketing works in various countries and cultures. Fabian Fernando Guevara Juarez, who goes by Fabian Guevara for a shorter version of his name, reached out to me recently to trade best practices and ideas. I simply hit record because I knew the conversation would be fascinating. He is a content strategist and influence marketing campaign creator for Media House in Mexico City. His group works on influence campaigns for Coca-Cola. He also has experience working with Mattel and other brands. Fabian shared with me his approach to influence marketing which he folds into a larger, 360-degree view of the consumer. A lot of what he told me he, Media House and Coca-Cola practice in Latin America was spot-on smart thinking.  But he also shared that influencer marketing software and tools are looked upon with a large degree of skepticism in the Latin world. That surprised me, so we dove into that topic so I could better understand more.  The conversation was fascinating for me and I know it will be for you, too. I’m really grateful to Fabian for reaching out and sharing his experience and insights with us. Today's episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  Today we visit with T.J. Ferrara from Bubs Naturals, a health supplement company, about how they use Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 18, 2021
Someone Is Actually Recommending Influencers Purchase Followers ... Publicly!
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Thursday evening I opened up my feed reader to browse the world wide web looking for the latest updates from the various blogs and websites I subscribe to. It’s always good to catch up on what’s happening in the industry.  Once I read the blogs and websites I know and trust, I have a folder of feeds that are essentially Google Alerts for certain topics I want to keep a finger on the pulse of so I can see the information about that topic from sites I may not know or subscribe to. One of the topics in that folder is influencer marketing. So there I am, scrolling through the headlines looking for an interesting article to read and I see one that catches my eye. It reads, “Why top influencers are buying Instagram followers.” It was from a site called TechBullion.com and written by a person named Kristel Staci. I thought to myself, “Well I sure do want to know the reasons.” Buying followers, after all, is one of the most pronounced black eyes on our industry. That fraudulent practice alone is amplified enough that it discourages many brands from investing in influence marketing at all. So I start to read. And I get uncomfortable. And then I see that the entire article is not telling me why top influencers buy Instagram followers. It’s recommending the practice to others.  I’ll rant my way through the near stroke I had reading the article in today’s commentary.  Today's episode is presented by TrendHERO. It’s a new but advanced influencer marketing software platform specific to Instagram. So, for those of you who focus all your influencer energies on that platform, TrendHERO can help you search and discover Instagrammers based on a wide range of filters, from nano influencers, all the way to celebrities. There are over 90 million profiles in their database.  The feature I like most about TrendHERO is a big fat yellow highlighter to the topic of today’s commentary. It has advanced fake followers check. So you can detect if an influencer followed the advice in the article I’m about to rip apart in today’s episode.  TrendHERO also has an algorithm that tells you the chances a given posts’s comments are real or fake. So if you’re in a vertical that might be susceptible to comment pods and fake followers … a vertical that might consider this article I’m about to talk about as reliable information, TrendHERO can help you suss out which Instagrammers are worth it and which aren’t. TrendHERO also has a nice database of sponsored posts so you can quickly see how an Instagrammers content performs when they have to disclose a paid relationship. Or you can use two clicks to search for similar influencers and identify good targets quickly. The great thing about TrendHERO is they’re giving you a 14-day free trial just for listening to Winfluence! And if you decide you want to use the platform after that, the lite plan is just $15.99 per month.  Sign up for that free trial now at trendhero.io/falls. The full script of today's episode is posted on the show notes page at http://jason.online/buyingfollowers Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 15, 2021
Exploring Influence Marketing Measurement ... and the Metaverse
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It’s always fun for me, and I hope for you, when I run across someone who has multiple perspectives on the influencer marketing industry. I feel like I bring that to the table a bit. I work at an agency, Cornett, and devise and manage influence marketing programs for a number of our clients. But I also have a modest network of B2B influencer as a social media and social technology person, plus a nice podcast audience … thank you for that … so I sometimes play the role of influencer myself. Larry Beaman has a couple of perspectives at play on the topic, too. He’s currently the chief growth officer at Gen.Video, an influencer marketing platform with some neat path to purchase sales technology … so he’s on the software and vendor side of the aisle. Once upon a time he worked for IZEA one of the grandfather SaaS solutions in the industry. And he spent a bit of time at Edelman, one of the largest public relations firms in the world. So he has the agency side of the aisle covered, too. Larry’s expertise is vast, but his specialty, if he has one, is building measurement programs for influencer marketing efforts. So we started the conversation there and ran through a gamut of industry topics in our conversation. He even took a swipe at what we’re going to be talking about in 2022 across the industry. Will it be all about the Metaverse? We’ll find out. I’ve been testing and talking to you about TrendHERO for the last two weeks. It’s a new but advanced influencer marketing software platform specific to Instagram. TrendHERO can help you search and discover Instagrammers based on a wide range of filters, from nano influencers, all the way to celebrities. There are over 90 million profiles in their database.  The feature I like most is its advanced fake followers check. They also have an algorithm that tells you how real the comments are on a given Instagrammer’s content. So if you’re in a vertical that might be susceptible to comment pods and fake followers, TrendHERO can help you suss out which Instagrammers are worth it and which aren’t. The great thing about TrendHERO is they’re giving you a 14-day free trial just for listening to Winfluence! And if you decide you want to use the platform after that, the lite plan is just $15.99 per month.  Sign up for that free trial now at trendhero.io/falls. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 11, 2021
What Department is Responsible for Influencer Marketing?
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Not long ago, a client informed me they were moving their influencer marketing budget to their media agency. As in those who plan and buy advertisements.  Previous to that point, my team and I managed the growth of several valuable and productive relationships over the course of several years. There were about five or six content creators we worked with consistently. We would mix in new ones to expand reach or try new approaches with, see how that went and perhaps add them to the mix.  The brand wasn’t unhappy with what they were getting out of the influence programs we were building for them. But someone within the corporate structure decided influencer marketing was an ad buy, so the creative agency shouldn’t be managing it. Needless to say, the 4-5 years of relationship building kind of went out the window. A couple of them even called asking what was going on. They weren’t renewed for the next campaign. The media firm just started picking influencers based on reach rather than relationships. They paid no attention to established channels of influence. Another client I worked with a few years back insisted that influencers were an extension of their public relations effort. They were today’s journalists so everything should run through that department for influencer activations. Still a third person I know, not a client though, says he handles influencers on his social media team because they’re instrumental in content creation for his brand. He treats them like freelance designers and photographers creating content for his social channels. So, where does influencer marketing lie in the org chart? Who is responsible for managing those campaigns and budgets? I’ll tell you what I think in today’s commentary. We have a new sponsor to the show. I’ve been testing TrendHERO for the last two weeks. It’s a new but advanced influencer marketing software platform specific to Instagram. TrendHERO can help you search and discover Instagrammers based on a wide range of filters, from nano influencers, all the way to celebrities. There are over 90 million profiles in their database.  The feature I like most is its advanced fake followers check. They also have an algorithm that tells you how real the comments are on a given Instagrammer’s content. So if you’re in a vertical that might be susceptible to comment pods and fake followers, TrendHERO can help you suss out which Instagrammers are worth it and which aren’t. The great thing about TrendHERO is they’re giving you a 14-day free trial just for listening to Winfluence! And if you decide you want to use the platform after that, the lite plan is just $15.99 per month.  Sign up for that free trial now at trendhero.io/falls. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 08, 2021
How Do Brands & Agencies Handle Influencers of Color?
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There’s no doubt that the environment around influencer marketing and race, culture and diversity has undergone an incredible amount of change in the last two years. While the issues of pay gaps and brands ignoring influencers of color have always been present in the industry, the combination of social unrest in the United States and other countries, the Black Lives Matter movement, and a more vocal and present conversation around closing the racial pay gap have amplified the issues. In the course of my work with brands and content creators in the last two years, I’ve tried to be very intentional about listening, learning and advocating to ensure that at least my little corner of the influencer marketing world moves forward with more intention. In that work, I ran across Johanna Voss, a talent manager who represents an unusually high number of influencers of color in her work. In fact, Johanna has a client that I have engaged for one of our clients at Cornett. So, we actively work together on a brand campaign right now. It’s that up-close and personal interaction that beckoned me to invite her on the show to talk about influencers and race. Now, you should know, Johanna is not a person of color. So, ironically, this conversation about race is going to be between two people who do not have the first-hand experience of being a person of color. But our conversation is quite revealing I think about how brands think of influencers of color, the disparities in brand and agency approaches when looking to them versus those creators who are white, and the nuances of managing influencers and influence programs in the Hispanic or LatinX community. Needless to say, we as brands, agencies, talent managers and creators still have a long way to go. My hope is this conversation continues our communal learning and wisdom to one day find ourselves in a place where race and culture are embraced and celebrated by all, not separated or singled out with different priorities in budget and beyond. And there are some glimmers of hope in here, too. There have been some interesting steps of progress made thanks to the always on nature of activism and awareness of the issues. Do listen closely for those, too.  This is an important conversation. Because Johanna’s roster of talent features a much higher number of Latina influencers, we focus a bit more of the Hispanic version of people of color and not as exclusively on the Black community. We’ll continue to have those conversations here with those who bring more depth in their perspective, I assure you.  But this segment of the greater conversation we’re having about influencers and race on Winfluence is one I think you’ll find enlightening. regardless of your race, background or perspective. We have a new sponsor to the show. I’ve been testing TrendHERO for the last week. It’s a new but advanced influencer marketing software platform specific to Instagram. TrendHERO can help you search and discover Instagrammers based on a wide range of filters, from nano influencers, all the way to celebrities. There are over 90 million profiles in their database.  The feature I like most is its advanced fake followers check. They also have an algorithm that tells you how real the comments are on a given Instagrammer’s content. So if you’re in a vertical that might be susceptible to comment pods and fake followers, TrendHERO can help you suss out which Instagrammers are worth it and which aren’t. The great thing about TrendHERO is they’re giving you a 14-day free trial just for listening to Winfluence! And if you decide you want to use the platform after that, the lite plan is just $15.99 per month.  Sign up for that free trial now at trendhero.io/falls. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 04, 2021
Removing the Blinders for Better influence Marketing
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For those of you who listen regularly, have read my book or follow me on social channels, you know the difference between influence marketing and influencer marketing. One is focused on the noun. When we say “influencer” marketing, your brain is conditioned to think about Instagram, YouTube or TikTok. The other, is focused on what you’re trying to accomplish. The verb. You wish to influence. You don’t wish to influencer. That makes no sense.  Still, most brands and agencies are conditioned by the R to be very tunnel visioned on leveraging those who have large or relevant social media audiences. They look at follower counts. Some smarter one also look at engagement rates. The good ones also look at content and brand alignment.  But even those good ones are often still seeing the opportunity with blinders on. I can help you remove those blinders and really focus on influencing, not just influencers.   I’ll explain how in today’s commentary. Today, I welcome a new sponsor to the show. I’ve been testing TrendHERO for the last week. It’s a new but advanced influencer marketing software platform specific to Instagram. TrendHERO can help you search and discover Instagrammers based on a wide range of filters, from nano influencers, all the way to celebrities. There are over 90 million profiles in their database.  The feature I like most is its advanced fake followers check. They also have an algorithm that tells you how real the comments are on a given Instagrammer’s content. So if you’re in a vertical that might be susceptible to comment pods and fake followers, TrendHERO can help you suss out which Instagrammers are worth it and which aren’t. The great thing about TrendHERO is they’re giving you a 14-day free trial just for listening to Winfluence! And if you decide you want to use the platform after that, the lite plan is just $15.99 per month.  Sign up for that free trial now at trendhero.io/falls. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 01, 2021
Who Will Win the Impending Influencer Marketing Software War?
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Influencer marketing software is, in many ways, the backbone of our industry. Sure, you can feasibly find influencers manually by browsing social networks, snooping around hashtags or doing some Google searches for link-bait posts about the top influencers in one category or another, but that’s time consuming and laborious.  Influencer marketing software platforms like IZEA, Mavrck, CreatorIQ, Onalytica, Aspire, Julius, and certainly Tagger, our official platform and sponsor of this show … they are our engines that run our programs. We use them to search and discover relevant influencers, analyze and prioritize the list and in some cases connect, contract, coordinate and even compensate the creators we work with. Now, as much as I love Tagger, I also loved using Julius before. I’ve also enjoyed using IZEA in the past as well. Not to mention the dozens of smaller players who might only focus on one social network or have some other niche application. Each platform has strengths and weaknesses but all of them can work for you in some capacity. But we are about to enter a phase where the competition for users gets heated. There’s a new need coming for the industry … for influencers and brands alike … that these software companies are going to have to solve for. It will be a race to the finish line for the true winner of this next software battle to be determined. Well, I know which software company is going to win the race and emerge as the new influencer marketing software of choice for most brands.  I’ll tell you who in today’s commentary. Today's episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  Today we visit with T.J. Ferrara from Bubs Naturals, a health supplement company, about how they use Tagger.  To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 25, 2021
The Local Entrepreneurial Route to Being an Influencer
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The stereotypical influencer is someone who has a topic, industry or talent. They create content around that and create an audience to build a platform. If they’re lucky, they monetize it in a way that supports them. If they’re real lucky they become famous and sign entertainment deals and such to spin off into more traditional show business or media roles. But there are different paths for influencers. John Chamberlin started a blog in Pittsburgh about 10 years ago. The original intent was to give local businesses and events a pathway to reach audiences in the Three Rivers region. But with the stories and news, events and promotions that the mainstream media outlets often passed on. The website and blog was called YaJagoff.com. Accompanying social media channels like Facebook and Twitter helped establish the site and John as an influencer. Eventually, he added a podcast. That helped him see more opportunities to do live video and audio episodes at local businesses. As things grew, Rachael Rennebeck joined John as a partner in YaJagoff Media. The business grew into more than just a typical influencer platform. They now do PR, marketing and event consulting. And work with companies beyond the geographic confines of Western Pennsylvania. I asked John and Rachael to come on the show and tell us how they built YaJagoff Media, what types of content and channels work for local content, how the local media intertwines with their efforts and a lot more. John has a great insight about listening to your audience in the middle of this discussion that alone is worth paying attention. They gave me, and now you, an interesting perspective on how else to become a successful influencer. Or influence platform. For those that don’t know Pittsburgh well, YaJagoff is a regional term there that can be an insult, “You cut me off YaJagoff!” but it can also be a term of endearment. “How ya been, YaJagoff!” Pittsburgh has its own language to a degree. We get into that a bit in the conversation today as well. Today's episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  We’ve been talking recently to Meredith Jacobson, an independent influencer marketing consultant who was on a past episode of the show, to tell you about how she uses Tagger with We are Boosters.  Hear more about how she uses Tagger on today's episode. To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. NOTE: Cover Photo by Elan Mizrahi Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 18, 2021
Can Advertising and Influence Marketing Mix?
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There’s always been an unspoken attitude in the world of social media and now in influence marketing that advertising, or at least its philosophies and priorities, does nothing but muck everything up. Social media, and it’s immediate by-product of influencers and thus influence marketing, was, in essence, a way for consumers to push back against advertising. We were tired of brands just yelling their messages at us all the time and not listening, as well. Markets are conversations, said the Cluetrain. So forgive me for the soap box, but that kind of biases a lot of us to think that someone with that advertising background is out of place in the world of influencer marketing. At least so the stereotype would tell you. But Justin Kline is not a stereotypical anything. He started out managing ads for the Drudge Report, then managing the placement of ads for the sharing app Add This. So he sees the world of advertising form multiple perspectives. Nowadays, Justin runs Markerly, an influencer marketing agency that takes his experiences in the advertising world to advise and deploy attention-getting campaigns for clients. Markerly and Justin came to my attention when they ran the Meow Mix Remix campaign for the cat food brand and engaged pet influencers on TikTok and other channels to help re-think how Meow Mix is thought of by consumers. I asked him to join us to take us through the irony of an ad guy now running a firm on the influencer side of things, what it's like to work with pet influencers and much more. I love bringing different perspectives to the table for our discussions and this is certainly one of them. Today's episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  We’ve been talking recently to Meredith Jacobson, an independent influencer marketing consultant who was on a past episode of the show, to tell you about how she uses Tagger with We are Boosters.  Hear more about how she uses Tagger on today's episode. To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 11, 2021
The Influencer Marketing Firm Practicing Influencer Marketing
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One of the industry resources I lean on to keep up with what is happening in the influencer marketing space is the Fourth Floor Newsletter, an email newsletter from an influencer marketing firm based in the United Kingdom.  I came about it because it’s authored by Scott Guthrie, a counterpart of mine, of sorts, in England, who has a finger on the pulse of the industry there and around the globe. I listen to Scott’s podcast and know he’s incredibly knowledgeable about the space, so a newsletter offered by him is a no-brainer.  But the newsletter is unique in that it’s not Scott’s newsletter. It belongs to Fourth Floor, the agency. They are an influencer marketing firm practicing influencer marketing. They’ve engaged an influencer in the niche to produce content on their behalf. And their marketing is better for it. Rich Keith is the CEO of Fourth Floor. It was his vision and relationship with Scott that led to the partnership. He happens to also be a thought leader in the space and has built a successful firm around creating great content and connecting brands with influencers with innovative and interesting executions. I caught up with Rich and we just talked about the industry. We touched on what influencers and brands may be doing wrong … or at least missing … today, the difference between an average influencer’s content and an exceptional influencer’s content and a lot more. Rich has interesting insights about TikTok’s pluses and minuses that are very helpful for your thinking. We also talked about the next wave of growth for influencers and their audiences in the coming years. That’s well worth taking into consideration.  Rich comes from a publishing background and he and his team are plugged into the gaming community as well. So we talked a bit about that niche, Twitch and some other topics that helped me get smarter about the space. Today's episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  We’ve been talking recently to Meredith Jacobson, an independent influencer marketing consultant who was on a past episode of the show, to tell you about how she uses Tagger with We are Boosters.  Hear more about how she uses Tagger on today's episode. To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 04, 2021
TikTok Creator Marketplace API Opens, Proof of Effectiveness Emerges
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If you whittled down the biggest questions and problems brand managers are asking about today in influencer marketing, two of the top couple would be, “What’s the deal with TikTok?” and “What does this influencer marketing jazz even get for me?” The TikTok issue is layered, but one problem area has been related to the other. With no direct access to TikTok’s API, no one can really quantify success there other than knowing how many views a given creator’s video earned. But some big news hit recently as TikTok finally opened its Creator Marketplace API. Now, marketers can access all that TikTik creator data to more effectively plan, execute and report on TikTok campaigns. One of the software companies that was an Alpha partners for the API development was Captiv8, a soup-to-nuts influencer marketing platform serving enterprise clients.  Krishna Subramanian is Captiv8’s CEO. He joined me to dig into what the TikTok Creator Marketplace API means for the marketplace. But he also shared with me that for a retailer case study using the API, Captiv8 ran some additional effectiveness measures using consumer surveys that answers a lot of that second question. For the first time that I know of, we have an example of a specific influence marketing execution that we can accurately report its effect on purchase intent, recommendation intent and beyond.  Krishna shared details there, told me more about Captiv8 and who the platform is right for, and put on his crystal ball lens to offer an opinion on what we as marketers need to be watching out for in the coming 18- to 24-months. Today's episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  We’ve been talking recently to Meredith Jacobson, an independent influencer marketing consultant who was on a past episode of the show, to tell you about how she uses Tagger with We are Boosters.  Hear more about how she uses Tagger on today's episode. To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 27, 2021
How is Name-Image-Likeness (NIL) Impacting Student-Athletes?
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NIL is short for name, image, likeness, and is the short expression that defines an important legislative move by the NCAA and NAIA, the two main college athletic associations in the United States. The maneuvers relax the definition of amateurism in those organizations to finally allow college student-athletes to capitalize on their name, image and likeness. Until the NAIA passed an NIL move last December, then the NCAA followed this past summer, a student-athlete taking money from a sponsor, even on social media channels that might have nothing to do with their sport, would be a violation of their amateur status and jeopardize their ability to compete. Now, however, college athletes can be paid for public appearances, profit from merchandise sales of their own apparel or accept money from companies to do collaborations and partnerships on social media channels.  Masai Russell is a four-time first-team All-American in track and field at the University of Kentucky. She has over 150,000 followers on Instagram and over 21,000 on YouTube. While the track and field part plays a role on both, her content is more focused on fashion and style. She hopes to one day own her own line of apparel.  I wanted to check in with a student-athlete capitalizing on the NIL opportunity to see what, if any, differences there are in how they handle influencer partnerships, and see what impact the NIL is having on their day-to-day. I also wanted to gauge if student-athletes are seeing this as an opportunity to just make some money, or are thinking more strategically about now NIL can be a platform to build something bigger down the road. So Masai and I caught up this week to talk NIL and her brand. Today's episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  We’ve been talking recently to Meredith Jacobson, an independent influencer marketing consultant who was on a past episode of the show, to tell you about how she uses Tagger with We are Boosters.  Hear more about how she uses Tagger on today's episode. To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 23, 2021
It's Time to Do Away With Top Influencer Lists
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The first thing many brand marketers do when they’re trying to find the right influencers for their upcoming campaigns is the first thing many of us do when trying to find something. They search. As in Google. Naturally, the query they often start with “top influencers in” whatever the industry is. And there they find listicles. Blog posts with a list of the top 10 influencers for this or the top 25 influencers for that.  The inexperienced marketer might even stop there and say, ‘Here are my top 10 targets.” Those that do fail before they ever get started.  Top Influencer Lists are not only useless, they're misleading. We need to stop relying on them and even follow the lead of a few software companies out there and think about how we categorize influencers in all new ways. I explain why in today’s commentary.  This episode of Winfluence - The Influence Marketing Podcast is brought to you by Tagger. It is the influence marketing software I’m using Cornett. They sponsor the show and provide us with their fantastic software to use. In today's episode, Meredith Jacobson from We Are Boosters explains her favorite feature of Tagger. Give the episode a listen and see how Tagger helps her consultancy get to the right list of the right influencers. Learn more about the software at jason.online/tagger. Tagger is the new influencer marketing campaign software of choice for me. I hope it will be for you, too. My influencer marketing podcast recommendation this week is The Influencer Marketing Lab with Scott Guthrie. His weekly show is dedicated to the growth spurts and growing pains of our industry. And being located in Great Britain, where he is super connected to brand and agency players in the space, Scott brings the European perspective on the industry to the table, we can all learn from. Just search for Influencer Marketing Lab wherever you get your podcasts or go to influencermarketinglab.com. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 20, 2021
What is the Role of Influencer Marketing in Economic Development?
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Most of you know I am from and live and work in Kentucky in the United States. And if you know anything about that state, especially the eastern part of Kentucky where I grew up, you know it has spent the better part of the last three or four decades trying to figure out how to overcome the economic void left by the downsizing of the coal industry. Both automation and regulation have forced coal mines to lay off workers who never knew another profession. The downturn in jobs meant high unemployment, higher incident rates for poverty and beyond.  What does that have to do with influencer marketing? I've been asked to contribute to Kentucky to the World, a group hoping to reshape the way the world sees my home state. In thinking about how I can contribute, I stumbled across an idea that hit me like a brick in the face. I’m going to tell you more and how influencer marketing relates in today’s commentary. This episode of Winfluence - The Influence Marketing Podcast is brought to you by Tagger. It is the influence marketing software I’m using Cornett. They sponsor the show and provide us with their fantastic software to use. In today's episode, Meredith Jacobson from We Are Boosters explains her favorite feature of Tagger. Give the episode a listen and see how Tagger helps her consultancy get to the right list of the right influencers. Learn more about the software at jason.online/tagger. Tagger is the new influencer marketing campaign software of choice for me. I hope it will be for you, too. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 13, 2021
Can Influencer Marketing Succeed with Product-Only Payment?
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Can you achieve influence marketing traction, then success without having to pay influencers? We’ve asked that question several times on this show and it’s a bit of a controversial one. One perspective is you might be able to, but you shouldn’t. You are, after all, getting not just access to someone’s audience, but also their talent in creating content, plus the content you can then negotiate to use. All three of those elements are worth money you would have to invest otherwise to get the same output. So why disrespect the creator by asking them to post for just product. But then there are creators, mostly micro- and nano-influencers, who might be happy to just receive free product in exchange for a post. Those just starting out want to appear to be successful and big enough to warrant brands approaching them. Plus, they can also use the product-only content to prove their audience is responsive or content is successful enough to convert customers. That leads to them making more real dollar collaborations down the road. The answer to most question in the marketing world applies here. Can you gain traction or be successful with influencer marketing without paying the influencers? It depends.  One person who can illustrate how to do it successfully is Taylor Lagace. He’s one of the co-founders of a company and application called Kynship. They are focused on product seeding to drive organic influencer placements. That’s right! Seed product with influencers, no payments on top of that, and they post everything from unboxing videos to honest reviews and endorsements of your brand. If you’re a regular listener to this show or an influencer/creator advocate, that approach on the surface is probably going to irritate you. My stance has always been that you’re asking for an influencer’s time, creative talents and access to their audience. You should pay them.  But give Taylor and Kynship’s philosophy here a listen. They simply ask content creators if they’d be interested in receiving the product. For those that say “yes” they ship them the product. And that’s all they ask for … their approach is no strings attached. There’s no requirement for the recipient to post anything. They only do so if they wish to do so. And the results Kynship’s customers are seeing are quite impressive. I tried to shoot some holes in the philosophy with our conversation, but quickly realized Taylor and his team have emerged as the reason “it depends” is often the answer to marketing questions. Paying influencers to post isn’t a black or white issue. I think when you hear what he has to say, you’ll agree. I also think for you brand or agency folks out there listening, you’ll very quickly lose your skepticism that just sending product out without asking for something in return is a bad idea.  Today's episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger.  We’ve been talking recently to Meredith Jacobson, an independent influencer marketing consultant who was on a past episode of the show, to tell you about how she uses Tagger with We are Boosters.  Hear more about how she uses Tagger on today's episode. To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 06, 2021
Understanding the Nuances of Influence Marketing on YouTube
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One avenue of conversation we haven’t really explored here on the show is diving into the nuances of influencer marketing within different social networks. A great creator on Instagram may not be very good on Twitter. A strong YouTuber may not help you at all on Facebook.  YouTube is the first avenue I think it’s worth diving deeper into. Not only is video far more engaging for consumers, but YouTube is the second largest search engine in the world behind Google, which owns it. So a YouTube influencer posting something relevant about your brand can solve problems in awareness, search rankings, conversions and beyond.  And, unlike other nascent social network features, YouTube videos typically stay online forever. So one investment can benefit your brand for far longer than other influencer content.  But YouTube can be a bit of a puzzle for some marketers. Video work is more expensive and takes more lead time that other types of content. YouTube is a noisy platform so you may not know how the influencer is going to get eyeballs against all that other content out there.  Fortunately, we know a few folks. One of those is Hilary Thompson. She is the digital PR lead at Portent, which evolved from and SEO firm into a performance-driven digital agency based in Seattle. Hilary has been running YouTube influencer campaigns for a couple of years now. She started with a low five-digit monthly spend for a client two years ago. She now manages a monthly spend in the low six-figures. She gets results.  I caught up with Hilary to chat about her approach to influencers on YouTube. She has great tips and advice for reaching out to influencers, negotiating pricing with influencers, measuring success and how to manage campaigns to optimize results. She also shares a couple of nuances about working with YouTube influencers you wouldn’t know if you didn’t do it all the time. This episode of Winfluence - The Influence Marketing Podcast is brought to you by Tagger. It is the influence marketing software I’m using Cornett. They sponsor the show and provide us with their fantastic software to use. In today's episode, Meredith Jacobson from We Are Boosters talks more about Tagger's deep search and discovery features. Give the episode a listen and see how Tagger helps her consultancy get to the right list of the right influencers. Learn more about the software at jason.online/tagger. Tagger is the new influencer marketing campaign software of choice for me. I hope it will be for you, too. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 02, 2021
How to Improve Prioritizing Influencers and Measuring Influence Marketing
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Of all the questions marketers ask about building successful influencer marketing campaigns, the two that stand out are the top two, by a mile: First, how do I find the right influencers? The second is how do I measure success of influencer marketing.  And honestly, those two components of the process are probably the most important. You can have a great idea, messaging and such, but if you don’t choose the right influencers, it won’t succeed … at least not optimally. And if you don’t understand how to measure your success, you won’t know if the effort was worth it in the first place. When the higher-ups don’t have that information to go on, they’re much less apt to continue providing the resources to do it. I wanted to solve for those two problems in my book, so I shared what I call the Winfluence Scorecards in it. They’re discussed in those sections of Winfluence - Reframing Influencer Marketing to Ignite Your Brand and added as appendices in both the hard copy and the e-verison of the book.  But I’ve now added those scorecards as interactive elements on my website for anyone to use. I’m going to walk you through both the Winfluence Priority Scorecard and the Winfluence Success Scorecards and tell you how you can use them -- completely free of charge and whenever you want -- in today’s commentary.  This episode of Winfluence - The Influence Marketing Podcast is brought to you by Tagger. It is the influence marketing software I’m using Cornett. They sponsor the show and provide us with their fantastic software to use. In today's episode, Meredith Jacobson from We Are Boosters explains her favorite feature of Tagger. Give the episode a listen and see how Tagger helps her consultancy get to the right list of the right influencers. Learn more about the software at jason.online/tagger. Tagger is the new influencer marketing campaign software of choice for me. I hope it will be for you, too. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 30, 2021
Leveraging Business Partnerships for Influence Marketing
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A recurring theme on this show is finding examples influence marketing, not just marketing involving online influencers. When we uncover a non-traditional perspective on this thing we do, it unlocks a lot of interesting thinking for all of us. I am one who geeks out about offline examples of influence marketing, but there are variations of the theme online, too. And you find those examples sometimes in the most unexpected places. Travis Huff cut his teeth in the digital marketing space with local businesses in Northern California. Instead of listening to the social media talking heads about how to do all this, he experimented, tried things, learned and developed his own approach to influence marketing. He tried to forge partnerships from business to business. So one brand, let’s say a car dealership, would create a partnership with, let’s say, a bank offering car loans. Each would leverage one another’s social accounts and audiences to increase the reach of their offers and messaging. Travis was an old TV station sales guy, so building creative advertising solutions came natural to him. He’s coordinated a number of brand-to-brand influence relationships over the years, but also manages social media and what we call regular influencer marketing campaigns, using online influencers rather than brands, with his firm Realtime Outsource.  One of the things I love about Travis is you get the feel he doesn’t worry about fancy strategies or consultants or big software packages. He just rolls up his sleeves and figures it out. You can learn a lot from someone like that. He even shares an astonishingly simple, but apparently effective tactic on the show today that flies in the face of what the “experts” say. Listen close for that. I was kind of stunned. Travis and I caught up to talk about his own path to figuring out influence marketing and what works for the businesses he works with. This episode of Winfluence - The Influence Marketing Podcast is brought to you by Tagger. It is the influence marketing software I’m using Cornett. They sponsor the show and provide us with their fantastic software to use. I've told you how easy it was for me to kick out some campaign reports for the influence efforts I’m managing. The drag-and-drop data options allowed me to build the report my client wanted and finds useful in a matter of minutes. You can have that too if you switch to Tagger. You can see more at jason.online/tagger. Tagger is the new influencer marketing campaign software of choice for me. I hope it will be for you, too. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 26, 2021
How Old is Influencer Marketing? Older Than You Think!
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Welcome to Winfluence episode number 100. We started this journey back on September 2, 2020 when the old Jason Falls Show live stream turned podcast switched to an audio-only show dedicated to discussions of influence marketing. Thank you for joining me along the way. Here’s to another 100. In keeping with the theme, this episode is all about history. Not of the show, but of the craft of influence marketing overall. Some people think influencer marketing started in 2011 with the advent of Instagram. I’ve seen some say things like, “I’ve been doing influencer marketing since its beginning, back in 2013.” The truth is, influence marketing—or influencer marketing, even the nuance with the “R”—have both been around for centuries. What’s happening today is not new at all.  Sure, the environment is different in 2021 than it was in 2000, or 1980, 1960 and so on. But part of the impetus for writing my book and starting this podcast was because we had become fooled into thinking what we’re trying to do is somehow a mysterious, bleeding edge practice full of tech nerd voodoo that is hard to understand.  It’s not. I’ll explain more in today’s commentary. This episode of Winfluence - The Influence Marketing Podcast is brought to you by Tagger. It is the influence marketing software I’m using Cornett. They sponsor the show and provide us with their fantastic software to use. In today's episode, I tell you more about the amazing campaign management features of the tool. When my clients have a project for our influence partners, I can load a brief into the system, ask the influencers to pitch their concept for their posts, give feedback or approve the concept, then ask for the content, more feedback and then the posts go live, all while pulling data into the platform to measure. You can see more at jason.online/tagger. Tagger is the new influencer marketing campaign software of choice for me. I hope it will be for you, too. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 23, 2021
The Rise of the Independent Influencer Marketing Consultant
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In my day job at Cornett, influence marketing is very important, but it’s not the only thing we do. So small businesses or startups that need consulting don’t typically fit into what I can provide. Lately, I’ve found that I needed either a small firm or an independent consultant to either manage something for us or to just refer the business to. That’s why I was excited to get to know our guest today. Meredith Jacobson is an independent consultant, but one that has gone a step further to provide the industry with something unique and incredibly useful. Her experience at big agencies like Digitas and influencer marketing firms like Studio71 and Branded Entertainment Network helped her see the gaps in the ecosystem. So, she started a community … a network of sorts … of independent influencer marketing consultants, each who owns their own business, but Meredith has brought them together to be a connected web of providers businesses of all sizes can leverage. Smart.  We talked about her community and why there was such a need for it, but more importantly we dove into her perspective on what brands and agencies are doing right and wrong, the shift I’ve perceived in brands attitudes toward influence marketing as a practice and much more.  Meredith has a really smart perspective about the practice, the industry and is grounded in a great philosophical position around what we do. You’ll enjoy hearing what she has to say today. This episode of Winfluence - The Influence Marketing Podcast is brought to you by Tagger. It is the influence marketing software I’m using Cornett. They sponsor the show and provide us with their fantastic software to use. I've told you how easy it was for me to kick out some campaign reports for the influence efforts I’m managing. The drag-and-drop data options allowed me to build the report my client wanted and finds useful in a matter of minutes. You can have that too if you switch to Tagger. You can see more at jason.online/tagger. Tagger is the new influencer marketing campaign software of choice for me. I hope it will be for you, too. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 19, 2021
Understanding True Influence
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Do you even know what true influence looks like? We get lost in the day-to-day of influencer marketing, where we count on people who post interesting things on social media to persuade their audiences to try and buy our products and forget the core thing we need to do … really influence people. Does seeing a product in the hands of a person you follow on Instagram have a real impact on you? Probably not. I follow Patrick Janelle, @aguynamedpatrick, who has been a guest on the show before. His instagram feed is what I call an aspirational one. I aspire to be as stylish in my dress, home decor and what-not, as he is. Never mind that I won’t ever be.  But just because he wears a fancy watch or a perfectly tailored blazer or the latest comfy but snazzy dress shoes from Del Toro, or whomever, doesn’t mean I’m going to make a conscious decision to buy those products. In fact, I don’t wear a watch, and seldom wear blazers or dress shoes.  Over time, it might be that when I’m ready to buy a new pair of dress shoes, I think, “I like what Del Toro has. Let’s go look at them.” I may never make a direct connection to Patrick, but it’ll have an effect through frequency of impressions.  Still, that’s a fairly long-game and light form of influence. And some would say is not true influence.  I wrote about a shining example of true influence in my book. Chapter 12 of Winfluence - Reframing Influencer Marketing to Ignite Your Brand dives into influence marketing as a proxy for what we generally know as public relations. In it, I tell the story of Naakh Vysoky.  I’ll read the passage to illustrate true influence for you in today’s commentary.  This episode of Winfluence - The Influence Marketing Podcast is brought to you by Tagger. It is the influence marketing software I’m using Cornett. They sponsor the show and provide us with their fantastic software to use. I've told you how easy it was for me to kick out some campaign reports for the influence efforts I’m managing. Here’s all the information I have on the campaign report … and remember … I built this in five minutes using Tagger’s drag and drop report builder. But here’s all the things the client sees in either a webpage version of the report or a PDF I can kick out on a daily basis if needed: The first page has the overall campaign performance in a succinct chart broken down by platform. So I see that this particular campaign currently has a reach of 2.4 million people and 102,000 total impressions. I see my total engagement, engagement rate and the organic lift for the content. But I see that broken down by Facebook, Twitter, Instagram and so on. I then have a timeline chart so the brand team can see how the volume of content has hit over the last couple of months. Page two breaks it all down by creator. So I get to see all those performance metrics by influencer. This makes it super easy to see who is performing well for us and who might need some help, paid spend to supplement their post and so on. Next I have a list of the top Instagram posts for the campaign and their corresponding metrics, then Facebook. Then YouTube … you get the picture. The drag-and-drop data options allowed me to build the report my client wanted and finds useful in a matter of minutes. You can have that too if you switch to Tagger. You can see more at jason.online/tagger. Tagger is the new influencer marketing campaign software of choice for me. I hope it will be for you, too.   Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 16, 2021
The Future of Influence Marketing
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We’re creeping up on a year of Winfluence the podcast and in that time we’ve talked to a number of incredibly smart people who are working to make the influence and and influencer space better for creators, brands, service providers, agencies and beyond. I think by now you all probably get a feel for my perspective on influence marketing being more about finding ways to create influence than finding people who are influencers. And the relationship building over time is preferred to one-off, transactional campaigns. One of the things I like to do on the show is gut-check my own thinking with other experienced influence marketers. It gives you an opportunity to hear someone else validate those thoughts, or for someone to bring a new perspective to the table and even call B.S. on my take, which is perfectly in-bounds here. Jeanette Okwu is one of those people in the industry I respect a lot who I’ve wanted to have on the show for a while now to bounce ideas off, vet perspectives with and so on. She’s the founder of Beyond One, an influencer marketing agency and network based in Berlin. Prior to that she was the co-founder and CEO of 1nfluencersmarketing, a technology platform used to drive influencer campaigns based on data-driven insights.  Her work over the years led her to be named on of Talking Influence’s Top 50 most influential people in the industry. She is also a founding member and advisor to the American Influencer Council. Jeanette and I connected to talk about the influencer industry. It’s size and potential. How influencers and creators collaborate with brands and vice-versa. I think you’ll find it very interesting that the perspective of influencers isn’t different from the U.S. to Europe and the perspectives we often discuss here are right in line with what she sees halfway around the world. We get granular, too. Jeanette shares how she finds the right influencers, what she looks for and how she approaches building strategies for brands.  She’s one of the most well-networked and influential people among the influencer industry, so having her on the show to learn from is a big deal, and a big thrill. This episode of Winfluence - The Influence Marketing Podcast is brought to you by Tagger. It is the influence marketing software I’m using Cornett. They sponsor the show and provide us with their fantastic software to use. I've told you how easy it was for me to kick out some campaign reports for the influence efforts I’m managing. Here’s all the information I have on the campaign report … and remember … I built this in five minutes using Tagger’s drag and drop report builder. But here’s all the things the client sees in either a webpage version of the report or a PDF I can kick out on a daily basis if needed: The first page has the overall campaign performance in a succinct chart broken down by platform. So I see that this particular campaign currently has a reach of 2.4 million people and 102,000 total impressions. I see my total engagement, engagement rate and the organic lift for the content. But I see that broken down by Facebook, Twitter, Instagram and so on. I then have a timeline chart so the brand team can see how the volume of content has hit over the last couple of months. Page two breaks it all down by creator. So I get to see all those performance metrics by influencer. This makes it super easy to see who is performing well for us and who might need some help, paid spend to supplement their post and so on. Next I have a list of the top Instagram posts for the campaign and their corresponding metrics, then Facebook. Then YouTube … you get the picture. The drag-and-drop data options allowed me to build the report my client wanted and finds useful in a matter of minutes. You can have that too if you switch to Tagger. You can see more at jason.online/tagger. Tagger is the new influencer marketing campaign software of choice for me. I hope it will be for you, too. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 12, 2021
Are Influencers Worth the Investment? Do the Math!
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Are influencers worth the rates they charge? Isn’t that the most frequently asked question among brand managers when it comes to influencer marketing these days? The answer, as always, is that it depends.  It depends on what they charge versus what the brand gets in return. Determining that depends on a variety of factors. How many followers does the influencer have. What’s their engagement rate, which indicates how many people actually interact with the content. What’s the conversion rate of those people to purchase the product in question?  And if you know all of those numbers, the answer of the influencer’s worth is still, “it depends.” Because you also need to know how much the average order value of this segment that converted was. Then you can compare the influencer’s rate to the financial return. But even then, the answer is still “it depends” because one influencer program’s return might be fantastic margins for a low-margin company. That same number could be disaster for brands that typically have high margins. And we’re just talking about transactional goals here. Influencers also bring content creation talent to the table, which is of value outside of any measure of their audience or conversions. You’d have to pay for that creative with a freelancer or internal employee’s time and resources otherwise.  Focusing however on the transactional goal -- we want influencers to drive sales of our product -- the financial equation is easy to understand, but often hard to implement. I’m going to break down the basics of the equation for you today using industry averages and standards so you at least have an idea of what an influencer costs versus what type of sales numbers you need for them to be worth the investment. Note: This podcast episode has an almost required reading companion that includes an important chart I talk about. Visit the episode's blog post at jason.online/influencermath to follow along. Today's episode is sponsored by my friends at Tagger. They reached out to me recently and asked me to give their influencer marketing platform a try. I set up a campaign with a client project and kicked the tires. I wasn’t sure an influencer marketing platform could really impress me much anymore, but boy was I wrong. I was so impressed, I’ve switched to using Tagger for client projects. Here’s what got me: I didn’t do a demo or training session. I just jumped in and tried to hunt and peck my way to figure it out. Within an hour, I had a campaign set up for a client, a campaign brief loaded, five influencers invited to authorize into the platform for automatic reporting, including Instagram Stories by the way, and two customized reports for my client. One for assessing influencers, the other for measuring the campaign’s success. The client saw that report and said, “This is what I need to show to senior leadership!” I call that a win-win! The drag and drop customizable reports took me about five minutes each to set up. And I can either create new ones for each client campaign, or I saved the first two as templates I can plug any client into.  We’ll be talking a lot more about Tagger in the weeks to come here on Winfluence. They’ve just built a better mousetrap. So I’m in. You can see more at jason.online/tagger. Tagger is the new influence marketing campaign software of choice for me. I hope it will be for you, too. Jason.online/tagger. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 09, 2021
What Healthcare Can Teach Us About Influence Marketing
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Each episode of this podcast begins with me asking the question, "Want Instagrammers and YouTubers to mention your brand? Or do you want to influence an audience to buy your product?" I then say this podcast is about illustrating the difference between using influencers and actually influencing. There are few venues that underline the necessity of that approach than healthcare marketing. The short-term conversion approach to that audience is tacky. People who need healthcare now are in need of urgent care. Marketing to them then is, frankly, horrible. You have to influence people who don’t need you now to choose you someday, when they do. That’s very different than trying to drive 1,000 sales of your thing over the weekend. In a way, healthcare marketing is all about that long-term influence. Building a brand and ensuring people are not just aware but predisposed to choose you is an effort in influencing the way they think, not just the decisions they make. And that is not accomplished with Instagrammers and TikTokers.  Colin Jeffries is not just a healthcare marketer, but one who knows and understands influence marketing … not influencer marketing. And he leverages influence through people who are influential in the communities and with the patients and customers he serves in very interesting ways.  Colin’s day job is as vice-president of marketing for Brightview, a comprehensive addiction treatment provider across several states in the Mid-Atlantic and Mid-West. He’s also the co-host of the Rethink Marketing Podcast.  We dove into the concept of influence marketing (without the R) and the very specific challenges in healthcare marketing that force that segment of the marketing world to have to think about people with influence, not just influencers. He threw out some brilliant concepts and ways to think about influence marketing that might just inspire you to raise your own bar. Today's episode is sponsored by my friends at Tagger. They reached out to me recently and asked me to give their influencer marketing platform a try. I set up a campaign with a client project and kicked the tires. I wasn’t sure an influencer marketing platform could really impress me much anymore, but boy was I wrong. I was so impressed, I’ve switched to using Tagger for client projects. Here’s what got me: I didn’t do a demo or training session. I just jumped in and tried to hunt and peck my way to figure it out. Within an hour, I had a campaign set up for a client, a campaign brief loaded, five influencers invited to authorize into the platform for automatic reporting, including Instagram Stories by the way, and two customized reports for my client. One for assessing influencers, the other for measuring the campaign’s success. The client saw that report and said, “This is what I need to show to senior leadership!” I call that a win-win! The drag and drop customizable reports took me about five minutes each to set up. And I can either create new ones for each client campaign, or I saved the first two as templates I can plug any client into.  We’ll be talking a lot more about Tagger in the weeks to come here on Winfluence. They’ve just built a better mousetrap. So I’m in. You can see more at jason.online/tagger. Tagger is the new influence marketing campaign software of choice for me. I hope it will be for you, too. Jason.online/tagger. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 05, 2021
Will The Influencer Marketing Industry Keep Up With What’s Next?
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The circle of life isn’t just an inspirational Elton John and Disney song. It’s an apt description of how a lot of things work, especially trends in the marketing world. Remember about seven or eight years ago when all the marketing talking heads were trashing QR codes? Alright, now think about how you’ve accessed the menu in a restaurant in the last couple of months.  Whether it's the technology or just whatever method is hip at the moment, everything seems to come and go in cycles. And we’re starting to see that come true for influencers as well. About the same time people were starting to roll their eyes at QR codes, the same social media thought leaders were telling brands not to put too many eggs in Facebook’s basket. That’s starting to happen again. Only this time with influencers. But that brings to mind the question: Will the influencer marketing industry be able to keep up with that trend?  I explain more in today’s commentary. Today's episode is sponsored by my friends at Tagger. They reached out to me recently and asked me to give their influencer marketing platform a try. I set up a campaign with a client project and kicked the tires. I wasn’t sure an influencer marketing platform could really impress me much anymore, but boy was I wrong. I was so impressed, I’ve switched to using Tagger for client projects. Here’s what got me: I didn’t do a demo or training session. I just jumped in and tried to hunt and peck my way to figure it out. Within an hour, I had a campaign set up for a client, a campaign brief loaded, five influencers invited to authorize into the platform for automatic reporting, including Instagram Stories by the way, and two customized reports for my client. One for assessing influencers, the other for measuring the campaign’s success. The client saw that report and said, “This is what I need to show to senior leadership!” I call that a win-win! The drag and drop customizable reports took me about five minutes each to set up. And I can either create new ones for each client campaign, or I saved the first two as templates I can plug any client into.  We’ll be talking a lot more about Tagger in the weeks to come here on Winfluence. They’ve just built a better mousetrap. So I’m in. You can see more at jason.online/tagger. Tagger is the new influence marketing campaign software of choice for me. I hope it will be for you, too. Jason.online/tagger. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 02, 2021
Building and Launching an Influencer-Led Brand
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In one of the chapters of Winfluence - Reframing Influencer Marketing to Ignite Your Brand, I tell the story of a fashion and style influencer who launched a product only to have it fall on deaf ears. The chronicle is of Arii, who was a teenager at the time and should have been lauded just for trying to start her own business based on her social media fame. Instead, she was mocked and declared a failure by the venom of social media users and the rubbernecking mainstream media of the day. I went through the exercise in the book of explaining what she could have done differently in advance of her product launch to make it a successful one as a helpful guide for both influencers, and for brands who can use the story to better understand which influencers they target are most effective. Last month, another social media influencer in the fashion, style and health space launched a brand of her own, but this one was a smashing success. Sommer Ray, who has about 40 million followers across her social networks, launched a new skincare ingestible product called IMARAÏS. The full name of the product, in fact, is IMARAÏS by Sommer Ray.  Her path to launching the product is very different from Arii’s. Her two co-founders, Aaron Hefter and Felicia Hershenhorn, had the product concept and a beta version of the gummies, but were looking for the right influencer to be the third co-founder and face of the product. IMARAÏS is PETA certified, sugar free and with all sorts of other unique features that finding the perfect influencer to front this brand wasn’t simple.  Hefter and Hershenhorn literally reached out to Sommer Ray as if they were pitching a regular influencer engagement … a direct message. But this one said, “We have a product we think you can get behind. We want you to be the face of it and become a co-founder and partner in the business.” That’s a hell of a payoff for an influencer, even in a small company.  But IMARAÏS is not small. Their launch now successful, Hefter and Hershenhorn are readying retail partnerships and distribution plans, along with direct to consumer plays. Sommer Ray? Well, she’s in it every step of the way, offering product feedback and collaboration on top of the marketing and exposure powerhouse her social channels bring.  I caught up with Aaron and Felicia earlier this week to talk about the partnership, the product and how and why a social media influencer was the right path for IMARAÏS. Hefter spent the last 20 years or so as the CEO and co-founder of Nutrabolics, a very successful health supplement company. Hershenhorn is an attorney and friend of Hefters who tried everything under the sun for her skin until giving up and calling Aaron. The rest is almost history. If the product launch is any indication, that history will be a healthy one very soon. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 29, 2021
Influencers Shouldn't Ask For Free Product?
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Winfluence - The Influence Marketing Podcast is serious, though playful and fun. We have interesting conversations about the industry, how brands can leverage influence, how influencers can better connect with brands and how the software companies and agencies all fit into the mix. We do that in order to help you get smarter, better and have more success leveraging influence marketing, influencers and all things related to the space. But we’re not above poking a little fun at our world, too. Erik Deckers pointed his sarcastic pen at our little world last week. He’s the co-author (with me) of No Bullshit Social Media, but he’s also a syndicated humor columnist. And the title of his tome last week was, “Influencer Marketers, Just Stop Asking for Free Stuff.” I grabbed him by the collar and drug him to the playground of this podcast so we could roll up our sleeves and have a good, old fashioned fistfight about it … or something like that … today on the show.  Before we get to the fisticuffs, let take a moment to tell you about a new project I’ve launched with my pals Ryan Foland and Kim Garst, along with our friends at Get.Online, the .online domain name provider. We have produced three online courses that combined, form the .Online Business Academy.  It’s a series of easy to follow online courses built to help you start your own business, make a business plan, build a website for your business and start driving revenue for that thing you’ve always wanted to launch. Ryan starts off the academy’s curriculum with a course on how to come up with a business idea that doesn’t suck. The course from Kim is how to write an online business plan you will actually use. And then my course is how to set up and launch your business website to attract customers. The .Online Business Academy is FREE! The lessons are broken up into short videos and activities, so you can do a little at a time. Or, of course you can dive in and complete the entire academy lessons all in one day. So if you’ve been thinking about starting your own business or you or someone you know needs help to take that idea to the next level, The dot-Online Business Academy is live and waiting for you. Visit jason.online/academy right now.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 26, 2021
The Power of Brand Alignment in Influencer Marketing
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Probably the most frequent quality of influencer selection I’ve talked about in the last month or so is brand alignment. Does the influencer match your brand in terms of values, aesthetics and beyond. The more aligned your influencers and content creators are with your values, your brand voice and perhaps content pillars, the easier their audience will make that leap to accepting you as a trustworthy brand. And the better your brand will be able to see relevant growth and engagement from their followers. Julianne Fraser is someone who believes steadfastly in the value of brand alignment. She started out building influencer campaigns and executions way back in 2013 in the hospitality industry. She then launched her own influencer marketing firm called Dialogue New York and now boasts a stable of amazing fashion, style and beauty influencers and campaigns. I invited Julianne to come on the show so we could dig into that concept of brand alignment. We got into a deep discussion about that and several other topics. And Julianne had a quick answer to my rant on the last episode of Winfluence. I claimed in that show that affiliate marketing and influencers will not work. Julianne explained how she layers that in with other ideas to prove me wrong. Which is fine. I’m used to that. But pay attention and take notes on this episode. Julianne and I have a delightful conversation about influencers, alignment, driving ROI and more. This episode of Winfluence, the podcast, is less sponsored by someone and more just presented by a new thing I’ve built I want you to know about. My friends at Get.Online, the domain name provider, along with my pals Ryan Foland and Kim Garst have produced three online courses that combined, form the .Online Business Academy.  It’s a series of easy to follow online courses built to help you start your own business, make a business plan, build a website for your business and start driving revenue for that thing you’ve always wanted to launch. Ryan starts off the academy’s curriculum with a course on how to come up with a business idea that doesn’t suck. The course from Kim is how to write an online business plan you will actually use. And then my course is how to set up and launch your business website to attract customers. The .Online Business Academy is FREE! The lessons are broken up into short videos and activities, so you can do a little at a time. Or, of course you can dive in and complete the entire academy lessons all in one day. So if you’ve been thinking about starting your own business or you or someone you know needs help to take that idea to the next level, The dot-Online Business Academy is live and waiting for you. Visit jason.online/academy right now.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 22, 2021
Why Affiliate Marketing for Influencers Will Not Work
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Instagram announced last week it was testing new affiliate marketing tools for influencers. Many influencer marketing software solutions have begun integrating affiliate marketing components into their softwares as well.  The reason is brands have been clamoring for them because brands think the affiliate model of marketing is going to magically make influencer marketing cheaper. They’re looking for an easy way out … a way to cut costs … and a way to disrespect content creators.  Pay for performance marketing, like traditional affiliate approaches, will not work with influencers. I explain why in today’s commentary. This episode of Winfluence, the podcast, is less sponsored by someone and more just presented by a new thing I’ve built I want you to know about. My friends at Get.Online, the domain name provider, along with my pals Ryan Foland and Kim Garst have produced three online courses that combined, form the .Online Business Academy.  It’s a series of easy to follow online courses built to help you start your own business, make a business plan, build a website for your business and start driving revenue for that thing you’ve always wanted to launch. Ryan starts off the academy’s curriculum with a course on how to come up with a business idea that doesn’t suck. The course from Kim is how to write an online business plan you will actually use. And then my course is how to set up and launch your business website to attract customers. The .Online Business Academy is FREE! The lessons are broken up into short videos and activities, so you can do a little at a time. Or, of course you can dive in and complete the entire academy lessons all in one day. So if you’ve been thinking about starting your own business or you or someone you know needs help to take that idea to the next level, The dot-Online Business Academy is live and waiting for you. Visit jason.online/academy right now.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 19, 2021
Going Small with Micro-Influencers for Big Business Results
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We’ve thrown around the term micro-influencer a lot on this show. The term refers to someone with generally around 5,000 to 50,000 followers. They’re probably not quite to the point of making a living doing it, but they have an impact on a fair number of people. Lots of brands love micro-influencers because they can be cheaper and less hassle to deal with. No offense to our mega-influencer friends, but let’s be honest, once you get someone whose primary income is through influencer marketing activity, or content creation for brands, and certainly when you mix in a management person, well … brand people see layers of costs, people to deal with, paper work and so on. That’s not to say that micro-influencers shouldn’t be paid. And certainly, anyone who is creating content for your brand, regardless of how few followers they might have, deserves to be compensated for their craftsmanship. But micro-influencers bring certain advantages to the table for businesses who want to leverage influencers or scale the number of influencers they use, without always having to find more money in the marketing budget.  David Morneau leads a Canadian firm called Inbeat Agency which specializes in helping brands build campaigns with micro-influencers. And they’re quite good at it. I invited him to sit and chat with us about the advantages of going micro-, some of which you might find surprising. David’s background and the seed that became Inbeat Agency, was work in SEO -- Search engine optimization. Those two disciplines don’t often overlap.  We sat down this week to talk about micro-influencers, how they can impact a brands’ SEO, reputation and bottom line. I think you’ll enjoy the discussion as we make an argument for going small with your influence marketing.   Instead of a traditional sponsor for this episode of Winfluence, I want to take a moment to tell you about a new project I’ve launched with Ryan Foland, Kim Garst and our friends at Get.Online … the dot-online domain name provider. Ryan, Kim and I have produced three online courses that combined form the .Online Business Academy.  This series of easy to follow online courses is built to help you start your own business, make a business plan, build a website for your business and start driving revenue for whatever it is you’re passionate about. Ryan starts off the academy’s curriculum with a course on how to come up with a business idea that doesn’t suck. The course from Kim is how to write an online business plan you will actually use. And then my course is how to set up and launch your business website to attract customers. The .Online Business Academy is FREE! You heard that right. FREE. The lessons are broken up into short videos and activities, so you can do a little at a time. Or, of course you can dive in and complete the entire academy lessons in about four hours. So if you’ve been thinking about starting your own business or you or someone you know needs help to take that idea to the next level, The .Online Business Academy is live and waiting for you. Visit jason.online/academy right now. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 15, 2021
What Brands Really Need From Influencers
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I know what brands want from influencers. But what brands say they want from them and what they actually want from them are different things. Ask a brand manager what they want from their influencers or influencer programs and they’ll say things like: Engaging content Enthusiastic endorsement Or the stomach-turning authentic collaboration But brands are not measured by the amount of content they collect. Or how many people endorse them. Nor by how many people see the endorsement. And authenticity is not a KPI on anyone’s ledger sheet. I know what brands really want from influencers. And I’ll tell you what those three things are in today’s commentary. This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns.  Julius really is easy to use but super powerful all at once. I can search for influencers by topic, interest, geography, age … I can also filter them by the demographics of their audience, which networks they’re relevant on … the permutations of isolating the ones that are super relevant for me are seemingly endless. Then, I can build lists of candidates, reach out to them for engagements, share contracts and assets with them, load in deliverables that I can track, measure the ROI of everything … it’s got it all.  I literally work in Julius every day for my clients at Cornett. It’s become a required tool in my arsenal. I think you’ll enjoy having it in yours, too.  All I want you to do is a demo. They’re free and will show you the magic I use every day for influence marketing campaigns. If you love it like I do, you’ll sign up. If you don’t, what harm is there in checking it out, right? Sign up for that demo! Go to jason.online/julius and request one. What do brands really want from influencers? That’s in this episode of Winfluence. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 12, 2021
Influencer Marketing from the Influencer's Perspective
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It’s always a treat to get insight from influencers on the show. My research and analytics tell me most of you are brand-side marketers or agency folks that serve the brands playing in the influencer marketing space. So, when we have the opportunity to hear from a content creator, there’s a lot of insight to be had. How to work with them. What works well or doesn’t. How they view brands, agencies, pricing and beyond.  A few months ago, I interviewed one such content creator for my other podcast, Digging Deeper, which is a live video show turned into an audio podcast. That influencer was Malvika Sheth. She is an up and coming fashion and style influencer with an engaging blog, Instagram and YouTube feed. She’s a smart, enterprising young woman who had already scored brand collaborations with Dove, Reebok and others.  We talked about how she came to be an influencer and why, what her experience has been collaborating with brands and she gave some sound advice for those out there looking to build their own influencer platforms.  I thought that interview would be good to share with you here on Winfluence, so that’s what this episode is -- a replay of the original Digging Deeper interview. I think you’ll find it supremely insightful and useful, regardless of your place in the influencer ecosystem.  This episode of Winfluence is sponsored by MarcomGather. There is nothing worse than wasting countless hours looking for digital files on your intranet, shared drive, desktop, cloud storage, or excel files. Say goodbye to the days of overflowing, unorganized file storage, and hello to finding files with speed and clarity. MarcomGather, is my new favorite digital asset management solution, it helps me stay organized, so I can get back to the parts of managing these podcasts I enjoy … like making sure they sound good. With MarcomGather I quickly centralize assets, eliminate unorganized file storage, and best of all - I don’t lose track of my files again. Experience MarcomGather free for 30 days at jason.online/marcom. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 30, 2021
The Software Company Focused on Influence, Not Just Influencers
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The underlying theme of my book Winfluence - Reframing Influencer Marketing to Ignite Your Brand, is that we have to stop thinking about this practice as all about influencers and think of it in terms of how to drive influence. That can come from online influencers with big followings, but it can also come from your own brand building influence in your industry. It can come from partnering with community leaders and elected officials. It can come from friendships and alignment with people who have influence in certain spheres but don’t have big online followings or even accounts. When you look at the world of influencer marketing software platforms out there through that filter, one company emerges as a clear “it-getter” in focusing on true influence versus just ranking influencers. That company is the UK-based Onalytica. I spend a good deal of time in the book sharing cases studies from Onalytica. There are great ones in there from facilities management brand Mitee, USB and Marie Curie—the hospice organization in Britain named after the famous scientist. And I do that because Onalytica’s approach is more aligned with how I think influence marketing (without the R) should work. Tim Williams is the CEO of Onalytica. I’ve long wanted to have him on the show and finally found a window on his schedule to chat. We sat down so I can pick apart Onalytica’s position and approach and why it is different. My interpretation of Onalytica is they are better suited for public relations and comms than, say, for an advertising approach. And, as a result, they are far more relevant for B2B companies than B2C. I asked Tim to gut-check that observation. We also talked about my hypothesis that British PR and comms professionals have a little something more than their United States counterparts. And we dove into his observation that employee advocacy is becoming a fruitful avenue for at least B2B companies to building their own influence within their respective spaces. There are only a handful of people in the influencer marketing space I think are truly driving conversation and innovation that greatly advances the practice and Tim Williams is one of them. You’ll learn a lot from him in this episode. This episode of Winfluence is sponsored by MarcomGather. There is nothing worse than wasting countless hours looking for digital files on your intranet, shared drive, desktop, cloud storage, or excel files. Say goodbye to the days of overflowing, unorganized file storage, and hello to finding files with speed and clarity. MarcomGather, is my new favorite digital asset management solution, it helps me stay organized, so I can get back to the parts of managing these podcasts I enjoy … like making sure they sound good. With MarcomGather I quickly centralize assets, eliminate unorganized file storage, and best of all - I don’t lose track of my files again. Experience MarcomGather free for 30 days at jason.online/marcom. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 23, 2021
How to Connect Influencer Marketing to the Bottom Line
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One of the biggest challenges for brands in influence marketing is tying all these wonderful content collaborations with creators back to the bottom line. Not only do brands not often have full or direct exposure to an influencer’s analytics, but many don’t sell direct to consumer, meaning sales data is often in the hands of another third party in the form of retailers. And if you’ve ever dealt with big box retailers you also know that sometimes, they just don’t share enough data for the appropriate granularity in measurement. So answering the question of the ROI on influencer marketing is hard.  One company trying to solve for that is gen.video. The platform is built working from measurement and attribution backwards, rather than where most other software companies started … on the front end with influencer discovery. It’s a platform built from web video technology, but allows a brand to partner with influencers and measure how much traffic goes to purchase points, either direct to consumer or through retail platforms like Amazon, Target and Wal-Mart, then measure conversions and sometimes complete shopping cart activity on those retail end points. Jessica Thorpe worked her way up through the original iteration of the company and is now president and co-founder and Gen Video. She also happens to be the newly donned president of the Influencer Marketing Association. We talk about how gen.video helps brands and influencers better connect the dots to the age-old question of What is the ROI? I also talk to her about the state of things in influencer marketing, particularly around the fact that everyone seems to be desperate for industry leadership and organization, but no one is truly stepping into that role. It’s a good discussion with some great learnings and ideas.    This episode of Winfluence is sponsored by MarcomGather. There is nothing worse than wasting countless hours looking for digital files on your intranet, shared drive, desktop, cloud storage, or excel files. Say goodbye to the days of overflowing, unorganized file storage, and hello to finding files with speed and clarity. MarcomGather, is my new favorite digital asset management solution, it helps me stay organized, so I can get back to the parts of managing these podcasts I enjoy … like making sure they sound good. With MarcomGather I quickly centralize assets, eliminate unorganized file storage, and best of all - I don’t lose track of my files again. Experience MarcomGather free for 30 days at jason.online/marcom. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 16, 2021
How Confident Are You In What Influencers Should Make?
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As the influencer marketing space evolves, so will the tools, platforms and services out there that make things better. We’ve interviewed some folks behind some of these startups here on the show already and we’ll continue to do so. I like to think we’re keeping an eye on what’s out there in case a better mousetrap comes along. One topic of discussion in the influencer and influence marketing space that has extended into the realm of software solutions and other attempts at making the industry better is the focus on understanding fairness in influencer pay. What should influencers charge? Is that fair compared to other mediums? How much should one with 10,000 followers charge versus 100,000 followers or is there a difference? Cynthia Ruff has a unique perspective on the problem of pay scales and influencer marketing. She comes from a finance background in which she managed compensation recommendations for clients. So she’s intimately familiar with HR systems and research around fairness in compensation. But on the side as she worked in that world of compensation speciality, she was also building quite a strong platform of her own at Darling Down South where she is a lifestyle influencer. As the issues she faced along with those tackled every day by influencers, small and large, she saw the need arise for an arbiter in the influencer payment space. Enter Compfident. That’s the name of Cynthia’s new company. It’s a mashup of Compensation and Confident. The platform what’s influencers to be confident in the compensation they ask for and brands to be confident in the compensation they pay. The site is built on data collected from users, but also from inputs across the spectrum of the influencer marketing space. Brands are giving Compfident input about their budget and fees. Influencers are giving Compfident their campaign information and the platform is connected with many others thanks to Cynthia’s previous relationships. The platform is new, but Cynthia has a nice roadmap of the kind of resource if can be for the whole industry, not just influencers and not just brands. We dove in and talked about it today on the show.  Speaking of resources, there is nothing worse than wasting countless hours looking for digital files on your intranet, shared drive, desktop, cloud storage, or excel files. Say goodbye to the days of overflowing, unorganized file storage, and hello to finding files with speed and clarity. MarcomGather, is my new favorite digital asset management solution, it helps me stay organized, so I can get back to the parts of managing these podcasts I enjoy … like making sure they sound good. With MarcomGather I quickly centralize assets, eliminate unorganized file storage, and best of all - I don’t lose track of my files again. Experience MarcomGather free for 30 days at jason.online/marcom. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 09, 2021
Can we please kill Authenticity?
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Two weeks ago I spent several hours judging entries in an influencer marketing awards contest. Part of the submission was for the brand or agency to describe their organization’s unique selling proposition. Every single entry had some version of the following in their answer: “We focus on authentic, transparent and human connections with our … blah blah blah.” You could literally copy and paste one agency’s answer to that question into the spot on any other agency’s entry and no one would have known the difference. It’s like they were told if they didn’t include some indication that they were all about authenticity, transparency and creating human connections, they were disqualified. But, it was an influencer marketing award competition. That was to be expected to a degree.  Then I flipped over to my Instagram feed and saw the following quote in a meme sent by a different agency. It read, “Honesty, transparency and authenticity are the key factors that will set your personal brand apart from the competition as a trustworthy, reliable source.”  I snapped. It’s high time we kill all the talk about honesty, being human and transparency. And once and for all, stick a dagger in the heart of authenticity. I’ll explain what I mean in today’s commentary. This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns.  Julius really is easy to use but super powerful all at once. I can search for influencers by topic, interest, geography, age … I can also filter them by the demographics of their audience, which networks they’re relevant on … the permutations of isolating the ones that are super relevant for me are seemingly endless. Then, I can build lists of candidates, reach out to them for engagements, share contracts and assets with them, load in deliverables that I can track, measure the ROI of everything … it’s got it all.  I literally work in Julius every day for my clients at Cornett. It’s become a required tool in my arsenal. I think you’ll enjoy having it in yours, too.  All I want you to do is a demo. They’re free and will show you the magic I use every day for influence marketing campaigns. If you love it like I do, you’ll sign up. If you don’t, what harm is there in checking it out, right? Sign up for that demo! Go to jason.online/julius and request one. That’s jason.online/julius. I think you’ll be impressed! Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 07, 2021
The Ad Agency that Manufactures Influence
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We recently had a conversation with Brandon Brown of influencer platform Grin about CGI influencers—computer generated avatars that seem to be real people posting influencer-like content and gaining followers. That conversation opened up some discussion about using the influencer landscape as a palette for creativity. We joked that Kentucky Fried Chicken should create a Colonel Sanders influencer account right now and avatar him back to life. But when you think of the influencer channel as a creative outlet, you don’t have to use computer generated influencers at all. You can just script a fictitious influencer’s life, insert an actor or model to be the character and have at it. You can even insert a real person but help script his or her influencer lifestyle for them. Bandolier Media stirred up the influencer marketing airwaves in 2019 when it it created @justaconstructionguy on Instagram. Omar, a coffee-loving construction worker, frequently posted about enjoying Cuvee Coffee, an Austin, Texas, based craft coffee shop, on work breaks.  A tweet from his daughter saying her dad said he was going to be an influencer that included a screen shot of Omar’s account, which then had 75 followers, was posted on Classic Dad, a popular satire site for me. Some big accounts reposted and shared the story. Someone put it on Reddit.  Within five days, he had over 400,000 followers. Bandolier Media consists of owners Daniel Stone and Lou Montemayor, plus creative director and owner George Ellis and creative production specialists Kelsey Hickok … and yes, that’s the entire full-time staff. They have turned influencer marketing on its head by being the first advertising agency that essentially creates influencers. Stone and Montemayor joined me recently to talk about how their approach to social media and just having fun together has reshaped how one might think of an ad agency. They get in deep on the story behind @justaconstructionguy and reveal that while the daughter’s conversation about her dad claiming he was going to be an influencer was 100% true, they got permission from Omar and his daughter to manufacture the tweet so they had a hook to introduce the account to the world. Honestly? It was and is brilliant. And while their approach does skirt the lines of how transparent one should be with something amazing that isn’t quite 100 percent organic, there’s no intention at Bandolier to dupe anyone. They're just having fun with online content and using the influencer channel as a creative outlet.  This episode of Winfluence is sponsored by Julius. That’s the influencer marketing management solution I’ve been using for a few years now to find influencers, engage with them and manage campaigns.  Julius helps me identify relevant influencers, has contact information on many so I don’t have to go hunting for that, but then offers up an entire suite of campaign management features, too. I can reach out and share a contract with an influencer, load in deliverables based on our agreement, assign a dollar value to each deliverable, automatically track influencer content and produce an ROI report for each campaign. Julius allows me to find and compiles lists of influencers, analyze each for their audience characteristics, but then also analyze my list in aggregate so I can ensure the influencers I’ve chosen optimally align with my brand and target audience.  You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 02, 2021
The Truth Continues to Emerge About Influencer Fraud
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My previous commentary that focused on the idea that Words Matter pointed out a flaw in semantics with how HypeAuditor reported fraudulent behavior. That semantic difference—a simple poor choice of words—lead Campaign U.S., a popular advertising industry publications, to post the statement that more than half of Instagram influencers—"engaged in fraud"—with 45 percent of accounts—"fake."  Engaged was my problem. Because fraud can happen to an influencer’s account without the influencer having a thing to do with it. HypeAuditor listened and in its May Report on Fraud on Social Media, made good with new data and new phrasing. It turns out that on average, almost 34 percent of influencers in the U.S. are impacted by fraud. That can be growth anomalies, inauthentic comments, comments from bots, giveaway comments or comments from pods … that being groups of people gang up to comment on each other’s content just to drive up engagement rates. The majority of the fraudulent impact comes from inauthentic comments. One-words, an emoji or two and similar structures that seem robot-like and irrelevant.  HypeAuditor estimates that fraudulent activity can be costing advertisers up to $800 million each year.  This episode's commentary dives into more and indicates my previous assumptions about the level of intentional fraud that happen in influence marketing may be right. You can find all the data from HypeAuditor’s May Fraud Report on t he HypeAuditor blog at Hypeauditor.com. Or by clicking the link in the show notes. This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns.  Julius really is easy to use but super powerful all at once. I can search for influencers by topic, interest, geography, age … I can also filter them by the demographics of their audience, which networks they’re relevant on … the permutations of isolating the ones that are super relevant for me are seemingly endless. Then, I can build lists of candidates, reach out to them for engagements, share contracts and assets with them, load in deliverables that I can track, measure the ROI of everything … it’s got it all.  And yes, Julius has an audience health tool, too. So it can help you understand what percentage of the influencer’s audience is perhaps suspect and subject to fraudulent behavior or attacks.  I literally work in Julius every day for my clients at Cornett. It’s become a required tool in my arsenal. I think you’ll enjoy having it in yours, too.  All I want you to do is a demo. They’re free and will show you the magic I use every day for influence marketing campaigns. If you love it like I do, you’ll sign up. If you don’t, what harm is there in checking it out, right? Sign up for that demo! Go to jason.online/julius and request one. I think you’ll be impressed!  Learn more about your ad choices. Visit megaphone.fm/adchoices
May 31, 2021
Value Mapping: The Next Level of Influencer Selection
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Once upon a time, I was a fairly knowledgeable guy about social listening. (I still am, I think. But in the early 2010s I was kind of known for that.) Analyzing online conversations to mine for consumer insights became such a focus for me that I started a company around the practice. The Conversation Research Institute didn't last long because we didn't have artificial intelligence and machine learning algorithms to scale data analysis. We had a couple of people manually coding samples of conversation to extract signals from the noise. Imagine my intrigue when hosting the Influencer Marketing Show earlier this year when Ian Randolph of Tailify talked about mining influencer content to map their values to that of a brand. It is his company's process of helping companies identify better influence partners. Randolph is a cognitive scientist. Tailify's mission is to help brands more accurately predict influencer marketing success by more perfectly matching the brand’s values to those of the influencer. How do they do that? Deep social listening and analysis.  This is a fascinating next-level concept of identifying the right influencer for your brand. And it’s not just a concept. Tailify has clients like Rosetta Stone who have mapped their company values, identified language education influencers with similar values and the engagements are producing better results across the board. The conversation is an intriguing one to say the least. The algorithms Ian has worked with were the predecessors of those that became the one Cambridge Analytica used in the 2015 and 2016 elections. Ian wasn’t involved and had left the parent company there at that point. But his efforts since have be fueled by a desire to help people use data mining from social media conversations for good, not bad. We dive into how on this episode. This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns.  Julius has powerful filters that let me drill down find outdoors influencers who also love jazz music. Or the content creators who are dermatologists in Chicago. But it certainly also gives me the mega influencers and celebrity influencers I might need to help launch a product or campaign around any type of product. And in most cases, it has contact information so I don’t have to go fishing to reach them. All the elements of campaign management are in the software, too. I love the fact I can assign a purchase price or value to every single social deliverable that is a part of campaign, automatically track it based on when the influencer says they’ll post, and get an ROI report for each element.  You know I wouldn’t say this if it wasn’t true -- You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 26, 2021
Which Influencers are More Effective? Mega- Micro- or Nano-?
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For much of the last year or so in the influence marketing space, there has been a growing trend to move away from mega-influencers in favor of micro- and nano-influencers. Those with fewer than 50,000 or even 10,000 followers. The reasons, as we’ve discussed with several of our guests, is that the smaller the following, the higher the engagement rate … generally speaking. If the engagement rate for a small number of people is high enough, it means that influencer has actual impact on more audience members than mega-influencers with lower engagement rates. I wanted to dig in and explore use cases and case studies where this is happening and connected with Erin Murray recently. She is the vice-president for brand and consumer marketing at Peace Out Skincare. They have used both mega-influencers and micro-/nano-influencers to help educate the market and create awareness and conversion for their skin creams, acne treatments and ointments. And Erin shared their learnings with me. Peace Out also zeroed in recently on surfacing a very niche, but highly relevant sub-group of influencers in the space: dermatologists. She joined me to talk about the brand’s back and forth with influencers of different sizes, zeroing in on a specialty niche of influencers and even what her brand is up to on TikTok. You always seem to learn more when the guest is a brand-side decision maker because they’re not just thinking about all this activity with influencers. They’re testing approaches, learning and actually executing campaigns that drive their business. This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns.  Julius has powerful filters that let me drill down find outdoors influencers who also love jazz music. Or the content creators who are dermatologists in Chicago. But it certainly also gives me the mega influencers and celebrity influencers I might need to help launch a product or campaign around any type of product. And in most cases, it has contact information so I don’t have to go fishing to reach them. All the elements of campaign management are in the software, too. I love the fact I can assign a purchase price or value to every single social deliverable that is a part of campaign, automatically track it based on when the influencer says they’ll post, and get an ROI report for each element.  You know I wouldn’t say this if it wasn’t true -- You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one.   Learn more about your ad choices. Visit megaphone.fm/adchoices
May 21, 2021
The Growing Trend of Influencer Houses
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One of the fascinating new trends in the influencer space is that of influencer houses. You may have heard The Hype House, probably the biggest example in the U.S., is queued up for a Netflix distribution deal after starting on social media channels. There’s another in the U.S. called the Sway House, yet another called Club Beverly Hills.  The concept borrows from the original reality TV show -- The Real World on MTV. Influencer Houses bring together some number of large audience content creators and put them in a big, fancy house with each other to collaborate, create content, participate in challenges and more.  There’s a lot of smarts behind these things: Talent agencies created them to cross-promote client audiences and grow each influencer’s network, while at the same time building a frequently watched episodic content creation -- a TV show -- that can be monetized with advertising, merchandise, syndication deals and even big network distribution. But is this really influencer marketing? Or is it entertainment with online influencers playing the parts?  I invited two of the people behind Wave House, an influencer house concept out of the United Kingdom to help us understand it all. Jidé Maduako originated the Wave House concept to support his stable of influencers at Yoke Network and is the primary producer of the series. Ali Clifton helps produce the show and series through Brave Bison, a social content firm in the U.K. that partners to support Yoke’s mission with the show.  I talk to them about the concept, the reasons for being, the end game and I even dig into whether or not these are reality TV shows or overacting zaniness to get eyeballs. You’ll appreciate the discussion, I’m sure.  This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns.  Julius has powerful filters that let me drill down find outdoors influencers who also love jazz music. Or the content creators who are dermatologists in Chicago. But it certainly also gives me the mega influencers and celebrity influencers I might need to help launch a product or campaign around any type of product. And in most cases, it has contact information so I don’t have to go fishing to reach them. All the elements of campaign management are in the software, too. I love the fact I can assign a purchase price or value to every single social deliverable that is a part of campaign, automatically track it based on when the influencer says they’ll post, and get an ROI report for each element.  You know I wouldn’t say this if it wasn’t true -- You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one.   Learn more about your ad choices. Visit megaphone.fm/adchoices
May 19, 2021
Can Paid Content Curation Give Influencers New Revenue
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I’ve had the good fortune to have built a respectable audience over the years, creating and sharing content on social networks, writing blog posts and articles, speaking at conferences and the like. My primary platform for much of that time has been Twitter. And the way I built a nice following there was by sharing good content. At one point in time I actually wrote the following on a sheet of paper that I stuck on my office bulletin board: Twitter Strategy -- Share good shit. The more I could become a trustworthy curator of content, the more people would trust me. It worked. Back then, however, social media was different. Short form, snackable content platforms like Instagram, Snapchat and TikTok didn’t exist. Building influence back then involved writing blog posts and sharing content on Twitter. There were also social bookmarking sites that allowed you to save your favorite links to great content in one place. For a content curator, these were a godsend. Unfortunately, social media consumer behavior shifted to those aforementioned shorter-form platforms. When blogs and articles aren’t the same level of currency, social bookmarking and curation becomes less interesting. Even I slowed and sometimes for periods stopped sharing good shit. And then a few weeks ago I received an email from the PR representative for a new startup called Bookshlf. That’s the word bookshelf without the “e” and it’s a .com. So bookshlf.com (just remove the e.) Almost instantly, I was transported back to the time when bookmarking other sites was a big deal. This was a lot like my favorite social bookmarking site from back then -- deli.cio.us. I can save and share links to great content, organized on a virtual shelf, hence bookshelf, and I can then share that shelf.  When I found out they were rolling out a way for someone’s curated content to be monetized, meaning we could make money for not creating original content, but finding good content elsewhere and sharing it? I knew I had to know more. Co-founder Mike Abend and I sat down last week to talk all about social bookmarking, how bookshlf works and what the future holds. Will people actually subscribe to or tip good content curators? Listen to find out. This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns.  Julius has powerful filters that let me drill down find outdoors influencers who also love jazz music. Or the content creators who are dermatologists in Chicago. But it certainly also gives me the mega influencers and celebrity influencers I might need to help launch a product or campaign around any type of product. And in most cases, it has contact information so I don’t have to go fishing to reach them. All the elements of campaign management are in the software, too. I love the fact I can assign a purchase price or value to every single social deliverable that is a part of campaign, automatically track it based on when the influencer says they’ll post, and get an ROI report for each element.  You know I wouldn’t say this if it wasn’t true -- You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 14, 2021
Solving the Problems of Influencer Marketing Programs
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Nothing gets me excited quite like finding like minded people who are interested in and knowledgeable about the same things I am and having a good conversation. That’s why I started this podcast. I feel like I eat, sleep and breathe influence marketing these days. So I love talking to smart people who do the same. Henry Langer is one of those people. He’s the vice-president of customer success at Julius, my influencer marketing platform of choice. You’ve heard about them because they sponsor the show and I use their platform. But one of the reasons I like them so are the brilliant people there, like Henry, who I can chew the fat with on the industry. We synced up last week to have one of those chat sessions and hit record so he could share some insight into what he’s doing and seeing with the variety of clients he solves problems for every day. Henry and his team work with Julius’s clients and help them vet influencers, develop processes to manage and measure influencer campaigns and beyond. When you’re hands-on, solving brand problems all day every day, you get really smart about influence marketing real fast. And those kind of folks are the ones I value chatting with the most. You’ll see why on today’s episode. Get ready to take some notes. And yes … this episode is also sponsored by Julius. But we’re going to talk about some of its features and reasons I use them during the chat, so we’ll forego the talking points and just share Henry’s smarts about the space and practice of influence marketing. But do go do a demo of Julius. You owe it to your brand or agency to do so! Get straight to it at jason.online/julius. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 12, 2021
What is Your Influencer Marketing Philosophy?
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When the first inklings of what we have come to call influencer marketing emerged in the late 2000s, Instagram, TikTok and SnapChat didn’t exist. Facebook was actually barely a thing at that point, because only college-tied emails initially earned access to the platform. YouTube existed, but web video was still complicated and cost-prohibitive for the masses. Influencer marketing back then was primarily focused on blogs and Twitter.  IZEA was the first company to force the issue on turning social media content into sponsored-message opportunities. The first iteration of its company name was actually PayPerPost. It launched in 2006 and offered bloggers everything from gift cards and free product to cash payment in exchange for a written post about experiences with its clients. In 2009, IZEA launched Sponsored Tweets, and the world of online content creators taking money for social media posts was off and running.  The social media pundits didn’t like it. And I was one of them.  I’ll explain why and how the conversation produced a philosophical spectrum for influencer marketing in today’s commentary. This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns.  Julius has powerful filters that let me drill down find just the gardening influencers in New England. Or the people who get excited about brick oven pizza. But it certainly also gives me the mega influencers and celebrity influencers I might need to help promote anything from stationery to toothpaste. And in most cases, it has contact information so I don’t have to go fishing to reach them. Oh, and they have their own audience health score to help you weed out ones with suspect audiences or engagement.  All the elements of campaign management are in the software, too. I love the fact I can assign a purchase price or value to every single social deliverable that is a part of campaign, automatically track it based on the influencer using our campaign hashtag, and get an ROI report for each element.  You know I wouldn’t say this if it wasn’t true -- You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. I first wrote about the influencer philosophical spectrum on Entrepreneur.com. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 10, 2021
How Podcasting Can Change Your Influence Game
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It’s pretty obvious that you believe in the power of podcasting. Or at least you’re willing to give it a shot or you wouldn’t be listening to this, right? Yes, podcasts are a great way for someone like me to share ideas and interview interesting people for people like you. Ideally, you find the episodes helpful and get smarter about influence marketing. But what switch needs to be flipped for you to see podcasting as a powerful trigger for your own influence? Phil Pelucha specializes in helping businesses use podcasts for three primary outcomes: More publicity, greater marketshare and funding introductions. Podcasting suddenly seems more interesting, right?  Phil and his team at Billionaires in Boxers have been doing this with businesses ranging from large financial institutions to small businesses for quite some time. And they’re pretty good at it. Phil came on Winfluence to talk specifically about how and why influencers should look to podcasting to raise the bar on the type of content they create, but we dove into a treasure trove of discussion about how agencies, brands and services professionals can leverage this medium, too. We even get into the interesting perspective that sometimes, your podcast can be valuable to you without even considering the size of your audience. And we had some fun riffing on the topic in an inside-look kind of way you'll find amusing as well. Phil mentions the Billionaires in Boxers Starter Package on the show, so you can find that link here. This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns.  Julius has powerful filters that let me drill down find just the food and beverage influencers in Grand Rapids, Michigan. Or the men’s fashion voices that most impact Vancouver. But it certainly also gives me the mega influencers and celebrity influencers I might need to help launch a beauty, tech or automotive product. And in most cases, it has contact information so I don’t have to go fishing to reach them. All the elements of campaign management are in the software, too. I love the fact I can assign a purchase price or value to every single social deliverable that is a part of campaign, automatically track it based on when the influencer says they’ll post, and get an ROI report for each element.  You know I wouldn’t say this if it wasn’t true -- You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 07, 2021
The Power of Women in Influencer Marketing
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People don’t solve problems in a vacuum. At least most people don’t. Problems are usually solved when two or more people get together and collaborate on ideas. That’s the nugget of truth behind the concept of networking. You get together with others to share ideas, but also challenges, tapping into the crowd for resources, solutions and suggestions. Jessy Grossman knows the power of networking. She comes from the talent agent world where who you know is probably as important as anything. As she migrated into the actors and actresses becoming more online content creators and influencers, she saw a void in the influencer marketing space she quickly filled. Jessy started Women in Influencer Marketing -- a professional networking community focused on the women in the industry, mainly those who hire and support influencers in what they do. So, talent managers, agency representatives, brand-side marketers. The group has been growing now for five years and has now become a key source of not just networking, but education and resources for women in the industry. Curious about the group, I invited Jessy to come on the show and tell us about it. Though I played the dumb guy and asked why an industry that is decidedly populated by women would need a gender focused organization, I also asked an important question: What issues that face women in the industry can be better addressed if men become part of the solution? So the conversation turned in a more solution-oriented direction, I think. We had a great discussion and got into not only the details of gender issues within influencer marketing and the benefits WIIM brings to the table for its members, but also what Jessy sees as the important issues facing influencer marketing today. Which actually inspired Monday’s commentary post to a degree. This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns.  Julius has powerful filters that let me drill down find just the food and beverage influencers in Grand Rapids, Michigan. Or the men’s fashion voices that most impact Vancouver. But it certainly also gives me the mega influencers and celebrity influencers I might need to help launch a beauty, tech or automotive product. And in most cases, it has contact information so I don’t have to go fishing to reach them. All the elements of campaign management are in the software, too. I love the fact I can assign a purchase price or value to every single social deliverable that is a part of campaign, automatically track it based on when the influencer says they’ll post, and get an ROI report for each element.  You know I wouldn’t say this if it wasn’t true -- You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 05, 2021
Guess What's Killing Influencer Marketing? Influencers.
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There is a force at play in the influencer marketing space that puts the entire industry in danger. If that force isn’t reckoned with, and soon, the practice of leveraging individual content creators with attractive audiences on social networks for brands will die. This particular group isn’t killing influencer marketing intentionally, mind you. But they’re treating the space we all know and love as a money grab, rather than a way to build a sustainable business. For all the talk they spout about influencer marketing being how brands do business and how marketing happens in todays world … they’re slowly chipping away at the magic that influencer marketing can be. So who is killing influencer marketing? Influencers. I explain in today’s commentary.  This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns.  Julius has powerful filters that let me drill down find just the food and beverage influencers in Grand Rapids, Michigan. Or the men’s fashion voices that most impact Vancouver. But it certainly also gives me the mega influencers and celebrity influencers I might need to help launch a beauty, tech or automotive product. And in most cases, it has contact information so I don’t have to go fishing to reach them. All the elements of campaign management are in the software, too. I love the fact I can assign a purchase price or value to every single social deliverable that is a part of campaign, automatically track it based on when the influencer says they’ll post, and get an ROI report for each element.  You know I wouldn’t say this if it wasn’t true -- You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. Find out how influencers are killing influencer marketing in this episode of Winfluence. And for reference, see my article on The New Influencer Creative Brief I reference in today's show. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 03, 2021
Taking a Multi-Tiered Approach to Influencer Engagement
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What’s the sexiest medical device you can think of? I recently discovered that eyeglasses are technically considered a medical device. And that puts them squarely in the crosshairs of style and fashion. Marissa Cundiff is the vice-president of marketing for Kenmark Eyewear, a manufacturer that supplies some of the most recognizable sunglass and eyeglass collections in the world. Vera Wang. Lilly Pulitzer. Gemma Styles and the list goes on. They do both their own brands and collaborations like all of those. They have a direct to consumer play in Baxter & Bonnie, but mostly sell through eyeglass retailers. That sets them up to have an interesting approach to influencer marketing. Yes, they have the big celebrity product lines, so that’s one segment. They gift eyewear to micro and nano influencers which is another. They also participate in some paid partnerships with mid-tier and mega influencers which is a third. But since they primarily sell via channels—they’re mainly a B2B brand—they use the influencer content to supply their retail partners with inspiration, as well as to create awareness that might lead to sales. Marisssa and I caught up recently to dive into her and Kenmark’s experiences, learnings and approach to influencer marketing. They seem to have carved out their own pathway to leverage influencers in effective ways for them, rather than following the industry trends and hype. And it’s working for them. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 30, 2021
An Influencer's Take on the SAG-AFTRA Influencer Agreement
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Last month the Screen Actors Guild and American Federation of Television and Radio Artists or SAG-AFTRA in the trade, unveiled a plan to account for influencers in its union. My initial take was applause for the move because it meant that an influencer or content creator now had at least a path to health benefits and pensions they don’t normally have as independent entities. As it turns out, the promise had some good sizzle, but not enough meat.  Patrick Janelle is a lifestyle influencer and also the chairman of the board of the American Influencer Council -- a trade association, not a union, for influencers. He sees SAG-AFTRA’s move both from the individual perspective, but also from that of an industry leader looking out for the good of all influencers. He joined me to talk about where SAG-AFTRA comes up short and what’s really needed for such an effort to be more inclusive of all creators, not just ones that are either already SAG-AFTRA members, or celebrity influencers who can afford the investment. To qualify for the benefits, you pay dues and surrender a percentage of your income to the union, so it’s not just something you sign up for. It’s an investment. But I wasn’t going to led Patrick out without diving into much much more. Janelle is the influencer behind @aguynamedpatrick. He has almost 450,000 followers on Instagram posting about life in New York City, style, restaurants, travel and my favorite … cocktails. He also owns an influencer talent agency called Untitled Secret.  We talked about his journey from graphic designer to influencer, how he migrated from accepting gifts from brands to getting paid. And we spent some time breaking down all that goes into an influencer’s creative output. You brand and agency folks need to take note. I use a brilliant collaboration he and one of his agency’s clients did with Q-Mixers as an example and we discuss the work and investment that went into that. It will help you see what you’re paying for when you engage the good ones. You influencers should take note, too. The collaboration is a brilliant example of how to do a collaboration with a brand. As a related piece of content, I wrote my own recap of the SAG-AFTRA agreement, including comments from Janelle and others, on Entrepreneur last week. This episode of Winfluence, the podcast, is sponsored by Julius. If you’ve read my book, you know I’ve depended on Julius for influencer discovery and campaign management for some time now. When I’m looking for the right influencer for my clients, Julius allows me to search across Instagram, YouTube, Facebook, TikTok, Twitch, Twitter, Pinterest, Blogs and more. When I click into an influencer’s profile, I can see their audience demographics, what other networks they have reach through and quickly scan their recent posts to decide if they’re a right influencer for my brand. All the pieces of campaign management are there, too. Julius allows you to reach out, document contracts, share and approve influencer content and, of course, measure the ROI of each campaign, influencer or post. You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 28, 2021
When it Comes to Reporting on Influencer Fraud, Words Matter
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Words matter. Perhaps now more than ever. Why? Largely because the proliferation of information and content has forced all of us into attention deficit disorder consumption. We skim. We thumb scroll. We let our short attention span perceptions shift our understanding of the world around us without stopping to think. So words matter. If you see a headline that says “more than half of instagram influencers engaged in fraud” you probably don’t have the time or interest to read the story. You assume the resource posting that is not posting a lie or a misstatement of the truth and you assume the majority of influencers are fraudulent. That headline was real. It was posted by Campaign U.S., a popular resource for the advertising industry. It was quoted to me last week by a well-respected public relations professional considered a thought leader and expert in his field.  But the assertion he made based on believing a poorly worded headline is 100 percent false. Words matter. I’ll explain in today’s commentary.  This episode of Winfluence, the podcast, is sponsored by Julius. If you’ve read my book, you know I’ve depended on Julius for influencer discovery and campaign management for some time now. When I’m looking for the right influencer for my clients, Julius allows me to search across Instagram, YouTube, Facebook, TikTok, Twitch, Twitter, Pinterest, Blogs and more. When I click into an influencer’s profile, I can see their audience demographics, what other networks they have reach through and quickly scan their recent posts to decide if they’re a right influencer for my brand. All the pieces of campaign management are there, too. Julius allows you to reach out, document contracts, share and approve influencer content and, of course, measure the ROI of each campaign, influencer or post. You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 26, 2021
The Future of Monetizing Live Content
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The world of live is taking over social media. There are hundreds, if not thousands of live stream programs happening all across Facebook, Instagram, YouTube, Twitter and LinkedIn. Add to that SnapChat, TikTok and now Amazon Live, then add in the live stream platforms like Twitch, Only Fans and beyond. What’s hot is what’s live. In case you didn't know, I host a live stream interview show more broadly focused on marketing and creative practitioners with my team at Cornett on Tuesday mornings at 11 a.m. Eastern time across Facebook, LinkedIn, Twitter and YouTube. The show is Digging Deeper and you should subscribe to its audio podcast, too, by the way. But I also sometime host Clubhouse chats, Amazon Live's for my book and more. Gregarious Narain, who has always been someone with a finger on the pulse of what’s next and the bleeding edge in social technology, is banking on live becoming the new way we create most of our social content. His new startup Zealous is built to allow content creators, influencers if you will, organize their live streams and content, whether that’s broadcasts on social networks, Clubhouse, Twitch, YouTube and more, charge premiums for all or part of that content and capture data about your fans and audience to more effectively market your content to them. Gregarious and I chatted recently about the movement to live-first, how Zealous empowers influencers and content creators—including live streamers and podcasters—to take all these disparate places where we create live content, and bring them together in a controlled community where you can engage your most ardent fans more frequently and effectively, while monetizing your content better than ever before. We also got philosophical, as we’re apt to do when chatting, about social audio and other topics. The conversation is a fascinating stroll through two social nerds geeking out. But in a way you can follow along and learn some good ideas to build your social presence in new and interesting ways. This episode of Winfluence, the podcast, is sponsored by Julius. If you’ve read my book, you know I’ve depended on Julius for influencer discovery and campaign management for some time now. When I’m looking for the right influencer for my clients, Julius allows me to search across Instagram, YouTube, Facebook, TikTok, Twitch, Twitter, Pinterest, Blogs and more. When I click into an influencer’s profile, I can see their audience demographics, what other networks they have reach through and quickly scan their recent posts to decide if they’re a right influencer for my brand. All the pieces of campaign management are there, too. Julius allows you to reach out, document contracts, share and approve influencer content and, of course, measure the ROI of each campaign, influencer or post. You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 23, 2021
The Perfect App to Make Customers Your Influencers
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What if I told you that you didn’t need to use influencers to grow your brand? At least not the way we often think of influencers. Imagine you could get people to endorse and post about your brand online without spending a dime and without giving away product? Sam Malone has figured out how to do that. He is the founder and CEO of Guru Club. It started out as an exclusive, invite only influencer marketing network. A marketplace of sorts. But Sam and his team quickly figured out that traditional celebrity and celebrity wanna be influencers were both riddled with fraudulent followers, but also over-saturated with brand deals. What Guru Club’s customers really wanted were actual customers posting about them to spark word of mouth about the brand. So Sam and Guru Club pivoted.  Now the app tells people who are already buying your product that if they post an Instagram story and tag your brand, they’ll get a rebate of sorts -- an instant refund of a portion of their purchase price.  Let that sink in. You already have their money. You offer a 10 or 20 percent refund or rebate if they tag you in an Instagram story. Their friends and followers see they’ve purchased your product in a snackable medium that is highly engaging and relevant. You get exposure and third party validation without having to pay for it. Guru Club make sure the person is real, their engagement is real, the story stays live for 24 hours and then a rebate is triggered and returned to the person’s credit card.  You’ve made money, earned third party endorsement of your product to the customer’s friends, sparking word of mouth for your brand, the customer is happy they feel valued and given an extra financial break for simply sharing about their purchase. Oh … and you get the customer’s social connection to see if you might have a real influencer with a large audience on your hands.  Guru Club is currently only available as a Shopify add-on, but is coming soon to non-Shopify customers with a new feature Sam actually announces during the interview for the first time. We sat down last week -- literally … he came by my office -- to chat about Guru Club and what being an influence marketer without the need for influencers in the traditional sense, looks like.  By way of disclosure, after our conversation, I was asked to serve on an advisory board for Guru Club. I gladly accepted. So I have some modest formal involvement with the company. But I didn’t know that when we talked, so I think the conversation is still very relevant. And I think you’ll agree, this is a clever approach to spreading the word about your brand in an efficient way. This episode of Winfluence, the podcast, is sponsored by Julius. If you’ve read my book, you know I’ve depended on Julius for influencer discovery and campaign management for some time now. When I’m looking for the right influencer for my clients, Julius allows me to search across Instagram, YouTube, Facebook, TikTok, Twitch, Twitter, Pinterest, Blogs and more. When I click into an influencer’s profile, I can see their audience demographics, what other networks they have reach through and quickly scan their recent posts to decide if they’re a right influencer for my brand. All the pieces of campaign management are there, too. Julius allows you to reach out, document contracts, share and approve influencer content and, of course, measure the ROI of each campaign, influencer or post. You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 21, 2021
Influence is Not a Static Quality
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I’m exploring something new on this episode of the podcast. Each Monday, as I have the time to do so, I’m going to post a shorter episode that isn’t an interview, but my take on an issue within influence and influence marketing that has been on my mind. In some cases, like today, the topic is going to be inspired by something I’ve written, either at JasonFalls.com, on Entrepreneur.com or elsewhere. In some cases, it will be one of my fun rants about a given thing.  The thought process here is to share my perspective occasionally so the podcast is more than just an interview series. I’ve had some feedback from a few of you that this kind of observation might be appreciated. So here’s my first offering in this new commentary episode I’m just calling my commentary for now. If you have a good idea for a catchy title to distinguish these types of episodes, let me know.  Today, I’d like to share some of my own thoughts on the fallacy of achieving influence. We live in a get-rich-quick world where everyone is in search of the easy button. Thanks Staples. That’s the reason we have bots that automatically generate thousands of followers and tons of engagement on social channels. Someone knows there are dreamers and schemers out there who will pay for the perception a social media account is worth more than it really is.  That’s the reason that high school kids today are setting their life goal of being an influencer. They see the posers on Instagram living their best life, oblivious to the fact that either that best life is staged or it takes a hell of a lot of work to reach, then maintain the kind of lifestyle that looks fab online, so they think … I just want to reach influencer status and then life will be easy. Well, I’ve got news for you. Influence is not and end goal of a journey. It’s not a college degree that you work hard for over a period of time, then you always have it.  Influence is not static. I’ll explain why in today’s commentary. This episode of Winfluence, the podcast, is sponsored by Julius. If you’ve read my book, you know I’ve depended on Julius for influencer discovery and campaign management for some time now. When I’m looking for the right influencer for my clients, Julius allows me to search across Instagram, YouTube, Facebook, TikTok, Twitch, Twitter, Pinterest, Blogs and more. When I click into an influencer’s profile, I can see their audience demographics, what other networks they have reach through and quickly scan their recent posts to decide if they’re a right influencer for my brand. All the pieces of campaign management are there, too. Julius allows you to reach out, document contracts, share and approve influencer content and, of course, measure the ROI of each campaign, influencer or post. You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 19, 2021
The Strength of Regional and Targeted Influence
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It’s been a bit since we’ve talked to an influencer about their journey, their approach to monetization and their advice for brands and other influencers on how to do this influence thing. Today, we’re going to spend some time with Heather Watson.  She’s the person behind Her Kentucky. Yeah, I asked Heather to come on the show because she’s in my neck of the woods as we say around here, so she’s top of mind. We’ve collaborated a couple of times for some brands here in bluegrass … heck, it turns out after a conversation or two, we realized we crossed paths back in high school, even. But there’s a whole lot of relevance for influencers and brands everywhere in this conversation. Heather’s audience is, shall I say, middle-aged and older women. Her primary influence mechanism is a blog and longer-form writing, not TikTok videos or Instagram stories. Yes, she’s influential and active on the social channels that are relevant to that audience -- Facebook and Instagram. But the wisdom of knowing your audience and what engages them is something she gives sound advice about. Heather also brings the perspective of a geographic influence to the table. For those of you who run or work with local or regional businesses, someone with a bazillion followers on Instagram isn’t going to do you a lot of good. You have to find the Heather Watsons in your world to reach a higher percentage of a relevant audience to make influence marketing work smarter for you. It was quite interesting to chat with Heather about the nuances of being a local and regional influencer, the story of HerKentucky’s evolution and how she’s monetized her content over the years. Pay close attention to the brands she mentions for partnerships, especially you influencers out there. She’s very smartly gone after very specific companies that her audience would find appealing, and who want to reach that older, discretionary income-friendly female consumer. This episode of Winfluence, the podcast, is sponsored by Julius. If you’ve read my book, you know I’ve depended on Julius for influencer discovery and campaign management for some time now. When I’m looking for the right influencer for my clients, Julius allows me to search across Instagram, YouTube, Facebook, TikTok, Twitch, Twitter, Pinterest, Blogs and more. When I click into an influencer’s profile, I can see their audience demographics, what other networks they have reach through and quickly scan their recent posts to decide if they’re a right influencer for my brand. All the pieces of campaign management are there, too. Julius allows you to reach out, document contracts, share and approve influencer content and, of course, measure the ROI of each campaign, influencer or post. You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 16, 2021
What in the World is Up with CGI Influencers?
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We’ve probably over-done the conversation on this show lately about fake influencers -- at least in the context of those who fraudulently buy followers and engagement to appear more influential than they really are. But there’s another kind of fake influencer out there that is potentially more frightening than the first. In case you aren’t aware, there is an emerging niche within influencer marketing of literally fake influencers … avatars. CGI-manufactured versions of what appear to be people. I’m not talking deep-fakes, though I’m sure that will come into play soon, too. I’m talking about photo and video realistic, computer generated people. Who companies … mostly the graphics and CGI companies themselves … build social media accounts for.  These fictional influencers, though, carry with them non-fictional influence. A survey from a company called Fullscreen in 2019 found that over half of those surveyed, in consumers ranging from 13 to 34, over half … had purchased a product, researched a product, attended an event or followed a brand on social media thanks to the recommendation and influence of what amounts to a modern day cartoon.  CGI influencers are a thing. LilMiquela on Instagram is a computer avatar Photoshopped into seemingly real world adventures just like a real influencer would be placed. She has over 3 million followers. The company that created her is also responsible for LilMiquela’s pal … or rival … there’s apparently a storyline I didn’t have time to suss out … but Bermuda at @bermudaisbae has 291,000 followers.  Brandon Brown is not a CGI influencer. He is the CEO and co-founder of influencer marketing platform Grin. He and I sat down recently to talk through the idea of CGI influencers. What are the risks, the fears, the dos and don’ts? Is there a place for them? Should they be considered a part of influencer marketing for strictly entertainment or branded content? We also talked about several other things, including Brandon’s company. Grin is different from a lot of the other influencer marketing platforms in that it’s built for a direct-to-consumer business. They integrate with e-commerce partners to allow revenue attribution and ROI to be more easily mapped for influencer programs. Ironically enough, their e-commerce and D2C focus comes from a CEO whose philosophy is that influencer marketing is focused on building trust.  We’ve talked before about the continuum of influencer marketing philosophies and how it runs from Transactional … e-commerce … to relational … more trust focused and relationship based. Grin seems to have a nice mix of both. Lots of interesting conversation here, but the headline of this episode is going to be our fun banter back and forth. What in the world is up with CGI influencers? This episode of Winfluence, the podcast, is sponsored by Julius. If you’ve read my book, you know I’ve depended on Julius for influencer discovery and campaign management for some time now. When I’m looking for the right influencer for my clients, Julius allows me to search across Instagram, YouTube, Facebook, TikTok, Twitch, Twitter, Pinterest, Blogs and more. When I click into an influencer’s profile, I can see their audience demographics, what other networks they have reach through and quickly scan their recent posts to decide if they’re a right influencer for my brand. All the pieces of campaign management are there, too. Julius allows you to reach out, document contracts, share and approve influencer content and, of course, measure the ROI of each campaign, influencer or post. You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 14, 2021
The Reality of Fighting Influencer Fraud
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We’re up to over 60 episodes of this podcast since it shifted to be totally focused on influence marketing and in that span we’ve talked to a lot of the executives at various influencer marketing software platforms. We asked many of them point-blank questions about how they’re dealing with influencer fraud. Most of them put on their sales hat, telling us how their proprietary thingamabob has a transverse positive quotion in the 98th percentile of whatchamajigger or some such nonsense. When I asked Caroline Duong, the founder and CEO of Zine about fighting influencer fraud, she was surprisingly candid about it. The fact is, fighting influencer fraud is hard work. And it doesn’t stop. She told me there are probably more new ways to cheat the system being created every day than there are influencer marketing platforms. And that’s saying something. Caroline and I chatted recently about how Zine deals with that issue, but also discussed how the company got started, what all features and services it provides and beyond. Caroline hinted at some interesting changes to come for the industry and steered me away from a rabbit hole around the recent regulatory statement by the Advertising Standards Authority, which is sort of the Federal Trade Commission in the United Kingdom, saying it’s not cool for beauty influencers to use photo filters. Seemed like overstepping to me, but she course corrected my thinking, which was nice. Zine started in 2015 and began with a focus on bloggers and providing content creators with demographic information about their audiences. In fact, to this day if you sign up as a content creator with Zine, they give you the pleasantly perfect gift of an automated media kit. You connect your channels, answer a few questions and you get a nifty PDF you can share with potential collaborator brands to show off your audience. Caroline and Zine are great resources for influencers and brands alike. We had a great conversation I know you’ll enjoy.  This episode of Winfluence, the podcast, is sponsored by Julius. If you’ve read my book, you know I’ve depended on Julius for influencer discovery and campaign management for some time now. When I’m looking for the right influencer for my clients, Julius allows me to search across Instagram, YouTube, Facebook, TikTok, Twitch, Twitter, Pinterest, Blogs and more. When I click into an influencer’s profile, I can see their audience demographics, what other networks they have reach through and quickly scan their recent posts to decide if they’re a right influencer for my brand. All the pieces of campaign management are there, too. Julius allows you to reach out, document contracts, share and approve influencer content and, of course, measure the ROI of each campaign, influencer or post. You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 09, 2021
Influencer Marketing Strategy from a Global Perspective
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There are a handful of books in the market now about influencer marketing, beyond my humble entry into the space. We’ve talked to Neil Schaffer and Amanda Russel who both have books out on the topic. A few episodes back, we even spoke to the Professors -- Joyce Costello and Sevil Yesiloglu, who edited the first known college text on the topic. Gordon Glenister has thrown his offering into the mix, now too. His book is called Influencer Marketing Strategy and in it, he sources perspectives on the topic from myself as well as other interviewees in a useful and refreshing take on the topic. The book is a very practical, how-to guide for influencer marketing strategy and execution and is well worth the read. I invited Gordon to come on the podcast to talk about the book, but also to really dig in to talk philosophically about the industry. Gordon comes from the background of association management in the United Kingdom. He was actually the head of the British Promotional Merchandise Association when he started connecting the dots to influencer marketing. You’ll hear some familiar themes here. He and I think alike on influencer marketing’s connection to word of mouth marketing, that it goes beyond online influencers and there’s a different in influencers and people with actual influence.  The diagnosis he gives of the mistakes brands often make with influence marketing is spot-on. And the topic of influencer fraud surfaces as well. I ask him how much of the industry is actually committing fraudulent behavior. Good discussion around that topic, too. Perhaps the best part of what Gordon brings to the table is his research and exploration of influencer marketing around the world. He connects those dots for us. This episode of Winfluence - The Influencer Marketing Podcast, is sponsored by Julius. If you’ve read my book, you know I’ve depended on Julius for influencer discovery and campaign management for some time now. When I’m looking for the right influencer for my clients, Julius allows me to search across Instagram, YouTube, Facebook, TikTok, Twitch, Twitter, Pinterest, Blogs and more. When I click into an influencer’s profile, I can see their audience demographics, what other networks they have reach through and quickly scan their recent posts to decide if they’re a right influencer for my brand. All the pieces of campaign management are there, too. Julius allows you to reach out, document contracts, share and approve influencer content and, of course, measure the ROI of each campaign, influencer or post. You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 07, 2021
Discovering the Next-Level of Influencer Audience Building with Branded Apps
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If you look at what is happening with the upper echelon of social media content creators --- influencers if you will --- they’re beginning to seize opportunities to return to the older mediums. Vikrant Mathur is facilitating that return. His company Future Today partners with high-volume YouTubers and content creators to build branded apps for distribution along channels most people consume on their home televisions as opposed to mobile devices or computers.  Think about all the apps you probably haven’t heard of on your SmartTV, Apple TV or Roku. Those apps often include ESPN, National Geographic, Netflix and content channels mainstream consumers are familiar with. But they also include apps like the custom one for Lego. Or one called Kabillion. And a food one called The Food Channel.  Future Today has just launched new apps for these distribution networks for Pink Fong - the South Korean education channel most known for the Baby Shark song. The’ve also added a channel for YouTubers Nastya, Gabby and Alex and Ruby and Bonnie. The last one—Ruby and Bonnie—is two little girls to post videos with their cats. So these are individual content creator channels, not big media companies. Think about that for a moment from the perspective of an influencer. They can get big enough on YouTube to launch a custom channel that appears on Roku, Apple TV or on SmartTVs all over the world? Think about it from a brand perspective. The influencers you partner with could be available in hundreds of millions of households for those incidents of longer viewing consumption, as well as on the shorter, snackable content platforms online.  Or, like Lego, what if your brand can build its own content platform that is big enough to have that kind of direct to consumer penetration! Vikrant and I chatted about the mechanics of it all, the opportunity and challenges for content creators and for brands and how branded content channels are a powerful mechanism to take influence to a different level ---- ironically via the good, old, trusty television. This episode of Winfluence, the podcast, is sponsored by Julius. If you’ve read my book, you know I’ve depended on Julius for influencer discovery and campaign management for some time now. When I’m looking for the right influencer for my clients, Julius allows me to search across Instagram, YouTube, Facebook, TikTok, Twitch, Twitter, Pinterest, Blogs and more. When I click into an influencer’s profile, I can see their audience demographics, what other networks they have reach through and quickly scan their recent posts to decide if they’re a right influencer for my brand. All the pieces of campaign management are there, too. Julius allows you to reach out, document contracts, share and approve influencer content and, of course, measure the ROI of each campaign, influencer or post. You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 02, 2021
What a Hollywood Actress has to Say About Influencers
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Kelsey Formost spent a decade or so in an out of movies and television. She was in a film with Zac Ephron, had a guest spot on Modern Family, was also a successful screenwriter in show business as well. Today, she’s the director of content strategy for Tagger, an end-to-end influencer marketing solution.  It was that perspective of a successful Hollywood actress that begged me to ask her what she thought of the fame-monger, wanna-be influencers—the kind that buy followers and engagement just to get free stuff. Her response was powerful. And unexpected. It was one of many points in the discussion I found exhilarating. Kelsey and I talked about Tagger, of course, but then dove deep into philosophical discussions around why most influencer marketing companies don't use influence marketing themselves, her place as an advocate for mental health issues, how her screenwriting experience helped her reverse engineer acting to land on personal branding and influence. It was one of those delightful conversations that will make you think, surprise. you and leave you thinking differently about the space. This episode of Winfluence, the podcast, is sponsored by Winfluence, the book! Get a special discount by clicking the button below, buying on the Entrepreneur Press bookstore and using the discount code FALLS20. That earns you 20% off the retail price, just for being a Winfluence (the podcast) listener. Read and learn why we've been backed into a corner to think influencer marketing means Instagram and YouTube and how reframing it to be "influence" marketing makes us smarter marketers. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 31, 2021
Exploring the Mechanism of Influencer Talent Management
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The world of talent management can seem a little unsettling if you don’t understand its function. I know the first time I ever reached out to an influential person online and was passed off to an agent-type, it was kind of a turn off. But as I grew to understand the role of a talent manager — to handle the busy work of influence as a business and let the creator do what the creator does well — I realized talent manager serve a valuable function in the ecosystem. Now, you might think that talent managers really only come with influencers who have hundreds of thousands of followers. And you might think the influencer in question is going to cost a lot more money since they have to pay the people who represent them. Neither of those perceptions are necessarily true. And one talent management firm that highlights the nuances of exceptions to the perceptions is Shine Talent.  Jess Hunichen and Emily Ward founded Shine a few years ago when the two public relations pros grew tired of pitching clients as independent consultants collaborating. They started Shine as a public relations firm, then gradually shifted to fill the gap they saw in representing the online influencers many of their clients were hoping to connect with. Shine’s roster of talent includes a number of lifestyle influencers, so parenting, fitness, food and the like. But they aren’t all half-a-million followers and up mega-influencers. In fact, Shine has several who have less than 50,000 followers. For them, follower count isn’t the only threshold to need representation. Sometimes the talent for creating great content and the desire to grow are a part of the equation, too. Both Jess and Emily joined me recently to talk about the various ways they advise their talent on working with brands, how they handle the issues surrounding influencer fraud and what a good brand-influencer partnership really looks like. I found it quite refreshing that there are firms out there like Shine that aren’t just looking to make a good commission and are focused on connecting the dots between brands and the audiences of the great talent they represent. This episode of Winfluence, the podcast, is sponsored by Winfluence, the book! Get a special discount by clicking the button below, buying on the Entrepreneur Press bookstore and using the discount code FALLS20. That earns you 20% off the retail price, just for being a Winfluence (the podcast) listener. Read and learn why we've been backed into a corner to think influencer marketing means Instagram and YouTube and how reframing it to be "influence" marketing makes us smarter marketers. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 26, 2021
The Professors Behind Influencer Marketing's First College Textbook
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Yet another signal that the influencer marketing space is growing and maturing has emerged. The practice now has its first dedicated college text. The aptly named Influencer Marketing published in November and is edited by professors Sevil Yesiloglu and Joyce Costello, both of whom originally connected as lecturers at Bournemouth University in the United Kingdom. Unlike the influencer marketing books you typically find in the business section of your local bookstore or on Amazon, this text is a compilation of academic statement papers from a variety of both academicians and practitioners from all of the world. T he multiple perspectives actually bring a holistic read of the industry to the table. Frankly, I found the book to be quite useful, even beyond the context of teaching college students. Both Yesiloglu and Costello are Europe-based college professors. Costello is also a public affairs specialist for the U.S. Army and is now based in Germany. Yesiloglu is a senior lecturer in advertising at London College of Communication at the University of Art in London. They joined me a few weeks back from their respective COVID outposts to discuss the book, their learnings and the insights they gleaned from pulling together so many different perspectives on influence marketing for the industry's first college text. This episode of Winfluence, the podcast, is sponsored by Winfluence, the book! Get a special discount by clicking the button below, buying on the Entrepreneur Press bookstore and using the discount code FALLS20. That earns you 20% off the retail price, just for being a Winfluence (the podcast) listener. Read and learn why we've been backed into a corner to think influencer marketing means Instagram and YouTube and how reframing it to be "influence" marketing makes us smarter marketers. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 24, 2021
Creating Influence Marketing's First Brand Review Site
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If you've ever talked to an influencer at length about working with brands you inevitably hear horror stories of being asked to work several hours to create great content only to be offered free product samples as payment. That, coupled with the more insidious problem of unfair pay among races and genders and the influencer marketing industry is just screaming for some equilibrium. Enter Lindsey Lee, a former model and workwear fashion influencer who was fed up up with brands undervaluing the contribution of influencers and content creators. She started a new site in late December called F*** You Pay Me. She calls it like a Glassdoor for influencers. FYPM, as she refers to it for polite conversation, is an effort in transparency. Influencers review the brands they've collaborated with, including how much they were paid, what they were asked to do and how the brand was to work with. They also give their demographic information. Brand report cards then show up that reveal how they pay and behave. Lee has safeguards built in so no influencer is outed—all reviews posted are anonymous—and no brand is unfairly railroaded. A brand's report card doesn't get unlocked until it has at least 10 reviews on the site. The app is brand new … its minimum viable product launched in late December … it eclipsed 500 brand reviews in late February.  Lee joined me on Winfluence to talk about the reasons behind it, who it benefits beyond just influencers and, of course, the controversial name. I even asked her if the abrasiveness of it concerned her as she thought about ways to monetize the site and potentially partner with brands. We also talked about her insistence on having site users share their demographic data so FYPM could be a tool to help close the influencer pay gap. This episode of Winfluence, the podcast, is sponsored by Winfluence, the book! Get a special discount by clicking the button below, buying on the Entrepreneur Press bookstore and using the discount code FALLS20. That earns you 20% off the retail price, just for being a Winfluence (the podcast) listener. Read and learn why we've been backed into a corner to think influencer marketing means Instagram and YouTube and how reframing it to be "influence" marketing makes us smarter marketers. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 19, 2021
The Power of Empathy in Brand Storytelling
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What do you think of when you hear the word “empathy?” The definition of the word is the ability to understand and share the feelings of another. Now, some might equate empathy with psychology and touchy-feely emotional moments. But would you believe that empathy can actually drive better business results? It can even drive more successful influence marketing. Sarah Panus is a veteran brand and social media marketer. She spent years on the digital team at Sleep Number and not long ago spun off on her own to start Kindred Speak, a brand storytelling and content marketing strategy firm. She also hosts the Marketing with Empathy podcast.  Influence marketing is a big part of what Sarah does and we get into the nitty gritty about how brand storytelling frameworks can extend out from the brand to influencers and influence marketing. She explains how empathy can drive business metrics and results in marketing, content, influencers and … get this … even SEO.  We also talked about the highly competitive space of mattress and bedding since she has experience in that space. You brand and agency folks out there should take notes. Sarah has some brilliant ideas you can borrow from to build more empathetic brand content and activations. For you influencers out there, put yourself in the position of being a brand and listen to Sarah as well. She’s about to help you better define who you are and what you want out of your life as an influence. This episode of Winfluence, the podcast, is sponsored by Winfluence, the book! Get a special discount by clicking the button below, buying on the Entrepreneur Press bookstore and using the discount code FALLS20. That earns you 20% off the retail price, just for being a Winfluence (the podcast) listener. Read and learn why we've been backed into a corner to think influencer marketing means Instagram and YouTube and how reframing it to be "influence" marketing makes us smarter marketers. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 17, 2021
The Advantage of White Lists and Dark Posts for Influencer Marketing
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At Winfluence, we like to talk to people who have multiple perspectives on the influencer marketing space. Someone who is an influencer but who also does marketing consulting and understands having to select and manage other influencers for brands. Or someone on the brand side who makes those decisions, but is also an influencer for some interest of theirs.  Kelly Olexa brings more than a couple of perspectives to the table. She is probably best known for starting Fitfluential, the first real network of fitness influencers. So in that role she was both a fitness influencer, but also a talent manager of sorts, connecting brands and agencies to the influencers in her network. She also has experience on the agency side where she was before Fitfluential, then again as an agency entrepreneur with Socially Fit services. Now Kelly heads up sales and business development for Lumanu, an influencer marketing software company that helps influencers and the brands they partner with white list the influencer’s account with the brand. This enables the brand to put paid spend behind the influencer’s content which turns the influencer marketing channel for the brand into a paid social channel complete with targeting, look a like audiences and beyond. We talk about the opportunity and challenges with Lumanu, her perspective on the influencer marketing space and a whole lot more. This episode of Winfluence, the podcast, is sponsored by Winfluence, the book! Get a special discount by clicking the button below, buying on the Entrepreneur Press bookstore and using the discount code FALLS20. That earns you 20% off the retail price, just for being a Winfluence (the podcast) listener. Read and learn why we've been backed into a corner to think influencer marketing means Instagram and YouTube and how reframing it to be "influence" marketing makes us smarter marketers. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 12, 2021
How to Get Hyper-Local with Influence Marketing
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You could argue that one communications discipline that has changed more than others as a result of the world of social media is public relations. is a PR pro who came to the profession at the dawn of the digital area. He is a digital strategist for Golin, one of the larger public relations firms in the U.S. He and I chatted about the media landscape, why some public relations professionals are still not hip to the whole social media or influencer marketing game, what the mainstream media’s problem is with influencers and a lot more. But then Jim shared a case study and his philosophy on hyper-local influence. Now this is really fascinating stuff because it takes influence marketing down to the street level, beyond the nano-influencer, even. Jim actually got super granular to tap into people whose primary influence is over their family and friends … and he did it in such a way that it was successful and even scaled, at least within a local market. And listen closely to how he triangulated the influencers he used. It’s kind of amazing. Jim’s work goes to another point I underline in the book—everyone has influence. When we’re building strategies to influence, not just those that involve influencers, the offline is as important than the online. He also dives into his definition of an Alpha consumer, which is kind of the holy grail of influencers to partner with.   This episode of Winfluence, the podcast, is sponsored by Winfluence, the book! Get a special discount by clicking the button below, buying on the Entrepreneur Press bookstore and using the discount code FALLS20. That earns you 20% off the retail price, just for being a Winfluence (the podcast) listener. Read and learn why we’ve been backed into a corner to think influencer marketing means Instagram and YouTube and how reframing it to be “influence” marketing makes us smarter marketers. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 10, 2021
The Refreshing Transparency Billion Dollar Boy Brings to the Influencer Pay Gap Issue
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Billion Dollar Boy, an influencer marketing agency based in both the U.K. and U.S., publishes the pay rates of its influence campaigns broken down by ethnicity on its website. This bold act of unabashed transparency is a stark flag in the landscape of an industry challenged by the influencer pay gap and how influencers of color are treated by agencies and brands. CEO Edward East joins Winfluence to explain why his firm is so open about what CPMs and the like it pays broken down by race. We also discuss how gender might play into the pay gap issue and what other firms might do to emulate the leadership of Billion Dollar Boy in the practice. We also discuss influencer fraud and how to combat it. East also explains what Billion Dollar Boy is and does to distinguish it from other influencer marketing solutions. This episode of Winfluence, the podcast, is sponsored by Winfluence, the book! Get a special discount by clicking the button below, buying on the Entrepreneur Press bookstore and using the discount code FALLS20. That earns you 20% off the retail price, just for being a Winfluence (the podcast) listener. Read and learn why we’ve been backed into a corner to think influencer marketing means Instagram and YouTube and how reframing it to be “influence” marketing makes us smarter marketers. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 05, 2021
Meet the Brand Whose Customers Are Its Influencers
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One of the topics I explore throughout the book Winfluence - Reframing Influencer Marketing to Ignite Your Brand is that everyone can be an influencer. In fact, the whole point of the book is to say that we need to focus on influence marketing (without the R) so we don’t fall into the trap of thinking we’re only talking about people with big follower counts on Instagram and YouTube. In the book we talk about the circles of influence where I illustrate you can build influence strategies through your employees, you vendor partners and your customers. AdoreMe.com uses customers as its influencers, intentionally turning influencer marketing on its head. Its creators community welcomes in passionate brand fans and rewards them with gift cards for more product purchases when they post about the brand to their social followings.  You can have 10 followers and be an AdoreMe.com influencer. Ranjan Roy is AdoreMe’s VP of Strategy. He joined me recently to explain the customer loyalist as influencer approach the company takes, why it evolved from experiments with larger audience influencers they didn’t find particularly effective and he answers the question of whether or not that kind of influencer strategy would work in other verticals. We also dig into the really cool purpose-led brand that is AdoreMe, which is not the only unique thing about the company. Instead of finding ambassador or CRM software to fuel this Creator network, Ranjan and team built the software that fuels their program internally. So we talk about the challenge and opportunity of building your own mousetrap. Give it a listen and then please, share it with someone who may enjoy the episode as well. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 03, 2021
Podcasting's First Big Hit Made an Influencer a Published Author
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When you get down to the core of what an online influencer is, these are people who leverage self-publishing tools like blogs, social networks, photo and video sharing sites to create content. Those that create compelling content or engage an audience of people around that content, or both, accumulate a following of people they have some degree of influence over.  One of those platforms where people create content and build an audience is podcasts. The current wave of podcast explosion which includes the emergence of the one you’re listening to, is actually the second generation of podcasts if you will. The medium had its first wave in the early to mid-2000s.  In 2007, an aspiring science fiction writer was turned down by publisher after publisher. And then he read an article about podcasting. After some investigation, he decided to start recording the first part of his book as episodes of a podcast. Fast forward a couple years and his audience of 50,000 listeners suddenly looked appealing to St. Marten’s Press, a well-known publisher. That author was J.C. Hutchins. The novel was 7th Son: Descent. He was a new media publisher who built an audience in a self-publishing medium and became an influencer. And that led him to the opportunity to sell his work through a traditional publishing medium. Some might call that being “legit” but it’s probably now becoming more aligned with “old fashioned.” Hutchins went on to self-publish the second and third book in the series. He’s continued his writing for television shows and other side projects, but also leads the content efforts for a content marketing firm.  J.C. joined me on the show to talk about his episodic life through self- and traditional publishing, becoming influential and putting that into perspective with age. We both share some back and forth of our experience in publishing, so for those of you interested in writing a book or self-publishing something, this episode will be particularly interesting.  He also says if he had it all to do over again, he would do a few things differently. This episode of Winfluence, the podcast, is sponsored by Winfluence, the book! Get a special discount by clicking the button below, buying on the Entrepreneur Press bookstore and using the discount code FALLS20. That earns you 20% off the retail price, just for being a Winfluence (the podcast) listener. Read and learn why we’ve been backed into a corner to think influencer marketing means Instagram and YouTube and how reframing it to be “influence” marketing makes us smarter marketers. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 26, 2021
The Challenge of Vulnerability as an Influencer
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The book is officially launched and for those of you who have your copy of Winfluence - Reframing Influencer Marketing to Ignite Your Brand, you’ve probably started in on the book and know the name Tiffany Mitchell now. Her story of the now infamous motorcycle accident opens the book.  To catch those of you up who haven’t yet read her story in the book, Tiffany is Tifforelie online. Her Instagram account has over 200,000 followers. She’s a lifestyle influencer, photographer and artist who has passionate, loyal fans, primarily because she is so very vulnerable with the ups and downs of her life.  The motorcycle accident I write more about in the book was controversial because the photographs she chose to share in its aftermath were very good. Too good. Professional. And in one, there was a SmartWater bottle conspicuously placed. Social media, then the traditional media exploded with claims she staged it, it was all a sponsorship play and so on.  It wasn’t staged. It also wasn’t sponsored. And the incident was one of several beacons in the influencer space in 2019 the mainstream media grabbed hold of to declare influencer marketing dead. And Tiffany's opportunities dried up for a year afterward.  But, Tiffany is still Tifforelie and still providing outstanding content, engaging her audience and she got back to occasionally partnering with brands and sharing partner content as well. To celebrate the launch of the book, Tiffany agreed to come on the show, rehash a little of the story one more time, but also dive into how she approaches brand partnerships, creating content and the risks of being out there.  She’s very candid in her advice for aspiring influencers and offers up interesting insights into the content creator’s mindset that brands and agency types alike will learn from. This episode of Winfluence - The Influence Marketing Podcast is presented by Winfluence - Reframing Influencer Marketing to Ignite Your Brand, my new book from Entrepreneur Press. You can find it in bookstores everywhere. Winfluence, the book, is not just a strategic blueprint to help you employ smart influence marketing strategies for your business or clients, but it explains why our common perception of influencer marketing is all wrong. I take you through how to re-think and reframe the concepts to turn influencer marketing into influence marketing … broaden the perspective and open new avenues of leveraging influential people -- online and offline -- to grow your business. Winfluence (the podcast) listeners get a special 20% off code. Go to http://jason.online/buywinfluence and on checkout, use the code FALLS20 for 20% off the retail price. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 24, 2021
Are Influencers Considered Experts?
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The official launch date of the book, Winfluence - Reframing Influencer Marketing to Ignite Your Brand - is Tuesday! This is technically the last episode of the podcast before the book is officially out — though Amazon has already started shipping it, so you can get it before then — but that launch date brings us to another book sneak peek episode and today we’re going to talk to Daniel Lemin. He is the co-author of Talk Triggers - The Complete Guide to Creating Customers with Word of Mouth, written with Jay Baer. We talked about word of mouth on the last episode with Ted Wright and he comes up in the conversation here, too. But Daniel and I chatted while I was writing the book because I use some research he and Jay Baer conducted that was relevant to influencers. But I needed clarification as to whether or not an online influencer might qualify as an “expert” in terms of a source for product recommendations and research. For the conversation today, we start there, but get a little deeper in what role influencers play in ratings and reviews and Daniel’s main area of focus which is online reputation management or ORM. He explains what that is for those of you who may not know, but it’s essentially a combination of the disciplines of SEO, social media, content, public relations, corporate comms and beyond, to ensure a company’s online presence is protected.  Daniel recently joined the team at Edelman, one of the world’s largest PR firms, to head a team devoted to ORM. You can find him online at DanielLemin.com or on Twitter or LinkedIn. This episode of Winfluence - The Influence Marketing Podcast is presented by Winfluence - Reframing Influencer Marketing to Ignite Your Brand, my new book from Entrepreneur Press. You can find it in bookstores everywhere. Winfluence, the book, is not just a strategic blueprint to help you employ smart influence marketing strategies for your business or clients, but it explains why our common perception of influencer marketing is all wrong. I take you through how to re-think and reframe the concepts to turn influencer marketing into influence marketing … broaden the perspective and open new avenues of leveraging influential people -- online and offline -- to grow your business. Winfluence (the podcast) listeners get a special 20% off code. Go to http://jason.online/buywinfluence and on checkout, use the code FALLS20 for 20% off the retail price. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 19, 2021
Is Influencer Marketing Word of Mouth or Not?
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Word of Mouth has been called the holy grail of marketing. Some of the world’s best marketing case studies center around brands with great word of mouth, or WOM programs. The Harley Davidson Owners Group, Maker’s Mark Ambassadors, Fiskars Scissors, Pabst Blue Ribbon’s hip resurgence—all classic Word of Mouth case studies.  But Word of Mouth is still a bit of an enigma to many brands. The output isn’t an ad. Or a website. Or a piece of collateral. The outcomes … at least of those of successful programs … is often incredible lift for the brand over time. But over time is complicated. Was it this magic sauce word-of-mouth that you don’t actually see or was it all the other marketing things we were doing? Ted Wright has authored probably half of the top 10 most successful word of mouth marketing programs. He is perhaps known most for reigniting the Pabst Blue Ribbon brand 20 years ago. A good portion of Chapter 14 of Winfluence - Reframing Influencer Marketing to Ignite Your Brand is pieces of my interview for the book. But I wanted to go deeper with him on some of his experience and ideas about word of mouth to see if influence marketing and even online influencers are just a variation of the theme. In some ways, I feel like what we do as influence marketers is build word of mouth programs. But I know better than to outright claim that because folks like Ted tend to take exception to people hitching onto their wagon without at least running it by them first. In the spirit of my interviews of late, I suppose, we get a little vocal toward the end as Ted builds an argument that influencers aren't effective. But that's what happens me Ted and I get together. We enjoy the disagreements and are never disagreeable with one another. Enjoy this one. Ted Wright is always fun to talk to. You can find Ted on LinkedIn and Fizz at FizzCorp.com. This episode of Winfluence - The Influence Marketing Podcast is presented by Winfluence - Reframing Influencer Marketing to Ignite Your Brand, my new book from Entrepreneur Press. You can find it in bookstores everywhere. Winfluence, the book, is not just a strategic blueprint to help you employ smart influence marketing strategies for your business or clients, but it explains why our common perception of influencer marketing is all wrong. I take you through how to re-think and reframe the concepts to turn influencer marketing into influence marketing … broaden the perspective and open new avenues of leveraging influential people -- online and offline -- to grow your business. Winfluence (the podcast) listeners get a special 20% off code. Go to http://jason.online/buywinfluence and on checkout, use the code FALLS20 for 20% off the retail price. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 17, 2021
Performance-based Influence Marketing and Analytics Innovations from Carusele
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It's hard to dig deep into social media marketing or influencer marketing and not come across the name Jim Tobin. He started one of the first social media agencies at Ignite Social Media in 2007. When he saw influence marketing becoming its own thing, he launched a second firm called Carusele which helps brands and other agencies drive performance-based influence marketing programs. Jim and Erin Ledbetter lead the team and Carusele. Both joined me to talk about the evolution of both firms and how each company interacts with each other. But then we get into their approach to performance-based influence marketing. Carusele guarantees outcomes. It does so with a mix of organic and paid executions, but also with interesting innovations in analytics for influencers. Carusele has developed a True View metric to report the actual views of an influencers content, rather than reporting reach numbers based on the amount of followers someone has. Tobin is one of the industry experts I interviewed for Winfluence - Reframing Influencer Marketing to Ignite Your Brand and the book includes a few Carusele case studies. He, Ledbetter and I dig deeper in this episode into how that particular agency ticks and what innovations they're bringing to the space. We also talk about whether brand paid spend on influencer content can damage the influencer's organic reach. So lots to cover here. If you like the episode, please share it with your network. This episode of Winfluence is made possible by Podchaser Pro, a media database that is solely focused on podcasts. Find and prioritize podcasts for media planning, public relations or influencer outreach and discover each podcast's audience size and demographics. It's about time podcasts -- which reach over 100 million Americans each month -- had proper media planning information available to brands and agencies. Now they do. Go to PodchaserPro.com/falls to sign up and reach more and more relevant customers through podcast sponsorships and outreach. Be sure to go to the URL PodchaserPro.com/falls so they know you heard about PodChaserPro here. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 12, 2021
Does Fake Famous Miss the Boat on Influencers?
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Nick Bilton's HBO documentary Fake Famous portrays influencers as superficial, purposeless and purveyors of staging their lives, followings and engagement. The film is compelling and certainly exposes the worst practices of social media influencers trying to just create fame. But it leaves out the rest of influencers, I would argue most of them, that build genuine trust and engagement with real followers through great content and personality. Bilton joined me on Winfluence to have a little intellectual sparring match over the issues I had with the show. The discussion was, frankly, an amazing back and forth and exploration of some of the problems with influence marketing we both agree are problems and should be addressed. Bilton's overall point in making the film aligns with a notion I think we can all get behind—social media's impact on society needs a good cleaning up. But he sees influencers as being overrun with the peace sign, duck lips, selfie-addicts who do buy followers and engagement. I see that segment as a problem, but not nearly the majority of what's out there. The back and forth was healthy and fun. I applaud Bilton, who is a seasoned journalist who writes for Vanity Fair and formerly wrote about technology and politics for the New York Times from 2013-16, for agreeing to an interview he had to know would potentially be combative. It was, but in a very respectful, friendly discussion. Yes, I believe the film misses the boat on the full spectrum of influencers. Nick doesn't. And that's fine. The movie is well made and written and is certainly worth watching. You can find it on HBO and HBO Max. Just keep in mind there's some disagreement on whether or not his portrayal of influencers is representative of them all. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 10, 2021
The Role of Talent Management in Influence Marketing
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One of the perspectives we haven’t touched on nearly enough on Winfluence is that of the talent manager or influencer agent, if you will. At some point in an influencer’s growth, they may look to a talent agency, manager or agent to help them manage or grow their business. The talent manager, however, presents a bit of perception issue. Many agency strategists and even brand-side marketing managers hear “talent manager” and think, ‘Oh, great. There’s another 25% in cost just to use that particular influencer.” That’s not a fair perception, really, but a talent manager’s job is to look out for the influencer, make sure their value is well represented and respected and their likeness, rights and such are protected. Kyle Hjelmeseth is the founder of G&B Digital Management, a talent management firm that represents influencers and content creators. It started when his wife, Stephanie needed representation. She is an influencer in the style and beauty space … she’s @honeynsilk on Instagram. Kyle came on the show to talk about his firm and their interesting and unique, value-based position. In fact, G&B is made up of a roster of almost intentionally diverse influencers. Kyle and his wife are both people of color, though Kyle admits his mixed-race makeup isn’t obvious.  So we talk about the diversity topic and 2020’s impact on that. But I also dig in and ask him all the questions about that cost misperception, what a manager’s goals are for the clients and how agencies and brands can work best with them. I also asked him when an influencer knows it’s time to seek representation.  This episode of Winfluence is made possible by Podchaser Pro, a media database that is solely focused on podcasts. Find and prioritize podcasts for media planning, public relations or influencer outreach and discover each podcast's audience size and demographics. It's about time podcasts -- which reach over 100 million Americans each month -- had proper media planning information available to brands and agencies. Now they do. Go to PodchaserPro.com/falls to sign up and reach more and more relevant customers through podcast sponsorships and outreach. Be sure to go to the URL PodchaserPro.com/falls so they know you heard about PodChaserPro here. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 05, 2021
Influence Marketing in Silicon Valley
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Winfluence - Reframing Influencer Marketing to Ignite Your Brand is set to hit shelves February 23. In the coming episodes here, I'll interview some of the experts and practitioners that are highlighted in the book. Today’s sneak peek guest is Lisa Joy Rosner, the senior vice-president for brand and digital at Oracle. She was the chief marketing officer at NetBase in 2009 when I was building Social Media Explorer, my old blog, and writing a lot about social technology. She reached out to me as an influencer in that segment despite the fact I was some random PR guy in Kentucky—not a big shot in Silicon Valley.  The story of why she chose me and what happened after I wrote about NetBase is a great lesson I share in the book. We start off the episode talking about it as well. But we then dive into Lisa Joy’s deep experience in leading marketing teams for large, enterprise, B2B software companies. I ask her if influencers are imperative in the B2B space and how she has used them over the years. We then spent some time exploring the new challenge she faces at Oracle. Lisa Joy has spent 30 years as a marketing leader in Silicon Valley and was leveraging influencer marketing before there were websites. She gave me examples of how she has used influencers over the years to both change perceptions of the company she was working for, or to educate her target audiences to open more opportunities for future sales. This episode is made possible by PodchaserPro, where media planners, pubic relations and influence marketing professionals go to find audience and demographic information about podcasts. Build better media and PR plans by choosing the right podcasts based on data. Sign up for PodchaserPro today at PodchaserPro.com/falls. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 03, 2021
The Magic of Celebrity Product Placement as Influencer Marketing
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Is a celebrity an influencer? By that, I mean someone that falls into the category of influencer marketing? Or is celebrity endorsement a category in and of itself? I tend to classify celebrities as different because they’ve earned their influencer for something other than being an influencer. Even if a content creator illustrates expertise or talent, they are building influence themselves, not through sports or the media or movies or television. That definition aside, though, celebrities do have influence. The point of my exploration of influence marketing, through my new book and my podcast, is that we have to reframe our thinking to steer away from filtering everything through influencers … with an R … and influence, which is the action you’re trying to achieve. And celebrities can help you achieve influence over an audience.  Sarah Shaw has made a career out of leveraging celebrities to enhance both her own brands … she started a handbag company that got big thanks to celebrities showing up with them … and those of her clients. She joined me to talk about the art and practice of getting real celebrities, not just online influencers with a lot of followers, to try, use and even endorse your product. And often times, it happens without having to pay them. Sarah says it’s easier than you think. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 29, 2021
Is Facebook Killing the Influencer Economy?
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Is Facebook set to kill the influencer economy? That question arose during my recent conversation with Gary Arndt of Everything Everywhere and the Everything Everywhere podcast, and it’s a question we seriously have to consider and contend with in the coming year or years. He explained every time a brand or an agency, or one of the influencer marketing platforms, pays an influencer to post content on social platform, those are dollars that the social platforms aren’t getting. How long do you think Mark Zuckerberg and the MBAs that pull the strings at those networks will tolerate that? Gary Arndt is one of the most influential travel creators in the world. His Everything Everywhere blog has been a mainstay for the industry for more than a decade. I asked him to come on the show to discuss is recent pivot to podcasting. But boy, did I ever uncover so much more. We talk about his shift away from social media influencer work because of COVID, the volatility of the travel space and the potential threat from Facebook. He goes deep in his strategy -- including the dollars and cents monetization approach -- to building his new podcast.  But we also talk about how social media is killing blogging, how an expert in the field collaborates with brands in multiple mediums and what mistakes he sees brands and influencers making today he would clean up if he could. I call this a "head explode" episode. Listen. Learn. And share! Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 27, 2021
What Every Influencer Needs to Know About the Law
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One of the first jobs I tackled when I began focusing on social media marketing in the mid-2000s was to arm wrestle with a room full of corporate lawyers about what a client could and couldn't do on social media. Fortunately, I was working with attorneys who had an attitude of possibility, not risk-aversion. They tried to find ways within the rules and regulations to say "yes" rather than "no." Most influencers or content creators out there don't have the advantage of a room full of lawyers on their side. And reading things like mandates from the Federal Trade Commission or legal briefs from cases that set precedent in legal matters is better than sleeping pills. So influencers need to know about the law, but don't always have somewhere to turn for legal advice. Jamie Lieberman is that somewhere to turn. She and her team at Hashtag Legal specialize in helping small businesses, entrepreneurs and influencers understand how the law affects them, their clients, content and beyond. We chatted recently about the ins and outs of FTC disclosure, intellectual property and even defamation, which Jamie brought up as an area of concern. Even if you think you know how to avoid legal risk as an influencer or even what you need to understand as a brand or agency, reviewing the legal issues of the day is a good idea. Listen in to my conversation with Jamie Lieberman and share the episode with an influencer friend when you're finished. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 22, 2021
Discovering Public Relations redefines PR for the Influencer Era
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Dr. Karen Freberg is heading into her 11th year of teaching public relations at the University of Louisville. She also teaches a master’s level course for one of my alma maters … West Virginia University. Dr. Freberg started teaching a new version of public relations as the 2000s were winding down and social media had started to work its way into businesses and brands. She is one of the pioneer comms professors who has redefined what is taught in the classroom about PR.  And, as one might expect from a leader in the space, Dr. Freberg has written a new text. The book is called Discovering Public Relations and while it is a college textbook, it’s written and designed to be a strong business book as well. In fact, at the end of each chapter, Dr. Freberg outlines which topics are must-knows for taking and passing the Accreditation in Public Relations course. That APR standard is the industry’s designation for, “I know my stuff.” This book is great for students learning about the craft of PR, and influence marketing from a PR perspective. But it’s also good for business owners and brands who need to understand what public relations in today’s world means. Heck, it’s even a great resource for influencers who want to learn how to leverage PR partners to enhance their content, and their revenue.  I asked Dr. Freberg to talk about what the book has to offer, but we also find out about her journey from four-time All-American college athlete to teaching college athletes and students all about PR, media relations and, yes, influence marketing. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 20, 2021
The 19-Year-Old Setting the Influencer Marketing World Ablaze
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If I were to describe a person to you who had built a large following for themselves online, parlayed that into a job at one of the biggest companies in the world in a given industry, fell ill with cancer, beat that cancer, then started his own agency which is winning national and international awards for its work, what’s the picture in your mind of that person? My guess is it doesn’t look anything like Suhit Amin. The reason your mind’s eye probably isn’t seeing him? He’s 19 years old. And yes … all of those things I used to describe our imaginary person are not imaginary. That’s the story of his very young life. Suhit started gaming, then YouTubing at age 13. He discovered YouTube subnetworks and started helping other YouTubers manage their content and advertising revenues. EPL, the biggest gaming company in the world, hired him when he was the ripe old age of 16 years old. One month later, he was diagnosed with Hodgkin’s Disease, a cancer of the lymphatic system -- lymph nodes. Fortunately, his prognosis was good, he underwent the necessary treatments and had a clean bill of health two years later.  Instead of returning to EPL or doing what he’d always done, he decided to follow a dream and start his own talent management and influence marketing agency. Saulderson Media works with brands to engage with influential gamers, YouTubers and other creators. His firm won an Influencer Marketing Award last year for a campaign they did with a video editing software. Suhit and I caught up recently to talk about his incredible journey and the influencer marketing space. He took me through his path from teenage gamer to knowing the ins and outs of the YouTube multi-channel network ecosystem that supports video creators, through his time at EPL and now his goals and growth at Saulderson Media. Listen and get inspired by Suhit Amin. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 15, 2021
A Deep Dive into Influence Marketing with Find Your Influence
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There's a reason Winfluence often features people representing the influence marketing software solutions and it isn't sponsorship dollars. These are the people working in and thinking about influence marketing every day, so they have great insights and perspective to share. I thought I knew most of the players in the software space until I recently stumbled upon Find Your Influence, an end-to-end influencer marketing software and managed services company based in the Phoenix area. Its co-founders, Jamie Reardon and Cristine Vieria, sat out to build the first complete software solution for the industry. They've been around since 2013. We did a deep dive into their software platform, but then chatted about what 2021 has in store for us in the influence marketing space. Jamie even opened up the conversation about performance-based influencer marketing, which triggered a slightly different context for me, but we had a very informative and insightful conversation about that and other topics you'll be smarter for hearing. Dive in with us and be sure to share the episode with a friend or colleague who might enjoy the discussion as well. This episode is made possible by PodchaserPro. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 13, 2021
Are Older Public Relations Pros Ignoring Influencer Marketing?
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Arik Hanson offered up a theory on his excellent PR and communications blog Friday. His theory is that older public relations professionals, "completely detests and doesn't trust the influencer culture." He then proceeded to prove the theory with fairly trustworthy facts and statistics, convincing me it's more than a theory. The key statistics he used to illustrate the problem were ones I'm very familiar with as I, too, used them in Winfluence - Reframing Influencer Marketing to Ignite Your Brand. He pointed to the Edelman Trust Barometer and PR industry research from Cision and PR Week. The Edelman information I report in the book is, according to the 2019 Edelman Trust Barometer, 58 percent of Americans have admitted to purchasing a product based on discovering it through an online influencer. Arik shared similar stats. Then he cited the Cision and PR Week data surveying public relations and media relations professionals. When asked how much of their PR efforts are focused on mainstream media versus influencers, three out of four—74 percent to be precise—said mainstream media. When's the last time you saw data that indicated media coverage of a product or service led to someone purchasing it? Instead of just posing my own reactions to Arik's wonderful piece, I called him up and we chatted about it on a special episode of Winfluence - The Influence Marketing Podcast. I played devil's advocate a bit just so we could gut-check both his and my assertions and assumptions, but I think you'll enjoy the discussion and the "what now" ideas we came up with. Find Arik Hanson's original piece over at ACH Communications where he blogs. You can connect with him on Twitter or LinkedIn as well. Oh, and Arik co-hosts a pretty darn good communications podcast along side Kevin Hunt of General Mills called The Talking Points Podcast. You should subscribe Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 11, 2021
Is Influence Marketing Just Social SEO?
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Rachel Clay of Matter of Form says Influence Marketing is essentially Social SEO -- That is, making sure when someone looks for your brand or type of product on sites like Instagram, there's plenty of great content there to surface you. It's a smart way to translate influence marketing strategy to brands that perhaps think in terms of search. She shared that opinion during an interesting conversation for Winfluence. We discussed influence strategy, how brands are starting to follow the leading edge companies and think more long-term about their influencer relationships. Clay comes from the PR world, but works primarily on influencer marketing efforts with luxury brands, which she says are a bit more mature than others in the influence world. We also discussed the differences between the marketplaces in the United Kingdom, where she is based, and the United States. She says the U.S. is far more robust and mature as an influencer marketing ecosystem than what the U.K. offers. She explains more as to why in the discussion. Give it a listen and be sure to share the episode with someone you know who could use the inspiration. You can find Rachel Clay on LinkedIn or connect to Matter of Form on its website. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 08, 2021
Advocating for Influencers and Creators - The Role of the AIC
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Welcome to our first episode of 2021. Happy New Year! You know an industry has come to some level of maturation when trade organizations begin to form. Last year, the American Influencer Council was started by a group of creators and brand marketers to try and bring some advocacy for creators to the industry. And one of the key players in that happening was AIC co-founder Qianna Smith Bruneteau.  Bruneteau is a familiar name to those who watch social media case studies. She previously led social media teams at Nordstrom, Saks Fifth Avenue and the U.S. Tennis Association. Bruneteau might also be the person with the most Shorty Award nominations in history. She’s won two and been nominated seven times. She was also one of the early practitioners of social media for Time, Inc., and Essence Magazine.  Bruneteau wound up in publishing because she began her digital career as an influencer. A blogger to be more precise. Back in the day when social networks weren’t the primary publishing platform for everyone. That background as an influencer and content creator gives her a unique perspective working from the brand-side of the equation. It’s that perspective that helped her see that a trade organization like the American Influencer Council was needed. We talked about the role of the AIC, what benefits it provides creators and touched on a lot of the issues that face the industry. Give it a listen and share with someone who might benefit from what AIC has to offer! Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 06, 2021
Ask the Professor - Early Influencer C.C. Chapman on Influence, TikTok and Being a Creator
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C.C. Chapman knows a thing or two about influence and influence marketing. He was a pioneer of podcasting back in its first wave in the early to mid-2000s with a show called Managing the Grey. He had the advantage of being in the middle of the social media and tech boom in Boston then, and became a noted blogger, photographer and content creator. Chapman first came to national and international prominence speaking at events about intellectual property rights and online media. He became an influencer in the marketing and technology space. But he also worked for brands as a marketer and leveraged bloggers, podcasters and new media creators much the way brands do today under the label of influencer marketing.  He is the co-author of one of the benchmark books about content marketing -- Content Rules which he wrote with Ann Handley of MarketingProfs. It has inspired many a brand and many an influencer to create great content and influence their audiences. Chapman is now a full-time professor at Wheaton College near Boston, teaching business and marketing to college students. Many of them flock to him to want to know how to be an influencer. He has some sage advice for them. C.C. and I talk about his evolution, what advice he has for influencers and those wishing to become them today and his thoughts on how brands might explore platforms like TikTok, which he says is -- quote -- pointless. Listen to hear the rest of the explanation and why he thinks TikTok stands out as different than the other social networks. This is a conversation you'll want to enjoy and share with others. Happy Holidays everyone! Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 23, 2020
How a B2B Company Became an Influencer
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Several of our recent episodes have focused on business to business, or B2B influence marketing. The last couple of conversations we’ve had -- one with Carter Hostelley and another with Mel Carson -- talked about the concept of creating influencers from a company’s executives.  In this episode of Winfluence, we focus on building influence for a company -- the company itself. Marc Meyer created a beautiful case study of such activity at one of his former companies. I loved it so much I wrote about in Winfluence, the book, which is due out in February. So you get a bit of a sneak peek of that part of the book today on the show. But our conversation was far more than just the case study. Marc and I talk about the challenges of building content that works in B2B industries, often time one that aren’t super sexy in terms of what kind of topics are relevant. Marc discusses how he tries to separate his content as signal from the noise. And we spend a fair amount of the conversation talking about Twitter and TikTok, one that is a strong B2B channel. The other one that might be?  Dive in and give it a listen, you’ll get some fun inspiration and a great case study from Marc and a useful discussion about building B2B influence for a company. Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 18, 2020
The Essence of Tamar - A Fragrance and Long-Time Influencer
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Online influencers have evolved in the short 15-20 years that social media sites have been around. When I got into the industry in the mid-2000s, the notable people online were people who had authority and followers as bloggers, or were vote-jockeys on content promotion sites like Reddit and Digg.  One of the first influential people in that world I made friends with was Tamar Weinberg. She had a popular social media and technology blog at Techipedia. Which is still active, by the way. She was one of the top 50 influencers on Digg.com, which meant if she posted a link to your content, you got a flood of website traffic and credibility.  While social media influence has evolved to be very social network focused, success still comes to those who can create content. Monetization comes to those who can creatively intertwine branded content in with their own in ways relevant to the community. Blogging is no different, even if the cool kids today aren’t doing it, and Tamar knows long-form written content better than anyone. As if that angle weren’t enough to want to learn more from her on the podcast, Tamar’s struggle with postpartum depression and motherhood led her down a very interesting path to launch a product -- a fragrance -- appropriately named Tamar. We talk about how that came about and this interesting new direction for her -- I’m sure she’ll be identifying influencers for it as the business grows -- but we also dive into the evolution of what online influencer was versus what it is. Listen, like and share! Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 16, 2020
The Ultimate Personalization Strategy for Influencer Outreach & Audience Building
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There’s really no question that the more personal the relationship, the more powerful it is. In the business world, the big trend for everything from email marketing to e-commerce websites is personalization. In the influence marketing world agencies and brands hope to break through the inbox clutter and get influencers or media members to respond to their pitch. Personalization here is almost required because few media or influencers are going to respond to an email blast. You have to make that connection. But it works for the influencers too. For those who want to drive revenue from their community of followers, or those who just have a genuine interest in engaging and valuing the people who do follow them, one-to-one communications goes a long way. Matt Barnett is the CEO of Bonjoro, one of a number of video email platforms out there. You pay a subscription fee and have a certain number of video emails you can record on our computer or phone each month. A new customer transacts on your website? Hit them with a personal video thank you. It’ll blow their minds. Matt joined me from his home in Australia to talk about the opportunity for both brands and agencies, but also influencers themselves. Give the talk a listen and then go sign up and try it. You can start impressing people today with a free trial. Connect with Barnett on LinkedIn. Find more about Bonjoro, learn more at Bonjor.com. Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 11, 2020
Advice for Influencers & Brands from an Original Influencer
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The world of influencer marketing in the context we typically think of it today dates back about 15 years or so to the emergence of blogs. Jeremy Wright co-founded and was the first CEO of B5 Media, one of the original blog networks that eventually sold for millions of dollars. He sees parallels and has advice for today's influencers based on his own experiences, but has also spent his professional time since leaving B5 Media on the agency side of things. Wright transitioned from influencer-blogger to publishing platform CEO and then to agency strategist. He sees influence marketing from a high level and with an eye for driving business and growth. We dug into the conversation of the philosophy of influence marketing -- transactional versus relational -- and how big companies and brands may still not quite "get" social. As Wright and I are apt to do with just chatting about the industry, we invented a new marketing analytic -- the P-GAFF -- you'll want to listen for in this episode. (This is where the explicit warning comes from. Heh.) There are some interesting similarities to 2005 we both see today. The insights Wright shares are always worth hearing. Give it a listen! And then share the episode with someone who will as well. Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 09, 2020
Evolving Influence Marketing Software Beyond Social Influencers
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AspireIQ is about to unleash a new version of its software that is an evolution with the market. The enterprise level software has been one of the great campaign management solutions out there that enables and agency or brand to discover, engage, manage and measure influencer partnerships. Its new version shifts the mindset from online influencers to anyone who can influence your audience. With plugins to e-commerce platforms like Shopify and customer databases, now you can manage content and engagement with influencers, but also impactful customers and other audiences you have transactions with. Magda Houalla is AspireIQ’s Director of Marketing Strategy. I caught up with her recently to understand more about the software evolution there, but also to talk more broadly about what she and her colleagues are seeing from the marketplace, brand and influencers alike. We talked about the difference in viewing influencers as, well, influencers versus creators, the misconception of influencers being just people on Instagram and YouTube, the philosophy of discovering influencers and beyond. An interesting discussion about the industry and a peek inside the newest software evolution at AspireIQ are here for the taking. Listen and share! Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 04, 2020
The Sophistication of B2B Influence Marketing
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There’s been an evolution in business-to-business (B2B) influence marketing lately. Both software companies and agencies are pushing the idea of brands creating influencers out of company executives. Mel Carson was an early company-based influencer, long before we were talking about all this. He was a digital evangelist at Microsoft in the mid-2000s whose whole job was to become known in the marketing and technology circles as a company spokesperson of sorts.  Carson moved on from Microsoft to create his own agency that builds influence for its clients in a variety of ways, including executive thought leadership and personal branding. But it’s more than just the CEO, it’s building influencers within a company throughout leadership and management positions.  He is creating this newly defined category of company-based influencer after having been one of the first of that kind.  Carson joined Winfluence recently to talk about his journey from that evangelist role at one of the world’s largest companies to creating positions of influence for other leaders in the B2B space. We also talked about the perspective that B2B influence marketing is more sophisticated than most B2C approaches. Mel even explains he doesn’t typically pay influencers for the programs he develops, either, thanks to the long-term relationship building with value exchange at the core.  Lots of great ideas and inspiration in today’s episode. Do give it a listen and share it with someone you know who might find it useful as well. Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 02, 2020
Breaking Down Trend, a Curated Influencer Marketing Platform
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The landscape of influencer marketing tools is wide and varied. We’ve talked to some of the software company executives here on the show. The IZEAs, Onalyticas and Mavrcks of the worlds are large databases with a high-touch managed services that sit on top of them. I’ve used several of them and they’re great. There are others, like ApexDrop, that are more about product distribution and micro-influencer engagement. Still more are just do-it-yourself databases like HypeAudtior that help you find, but you do a lot of the work. And that’s just scratching the surface. Trend is a relatively new entry into the space and it’s a bit of a hybrid of an influencer marketing discovery platform and a creator marketplace. But it has a slightly different spin than most of the others. It’s an application and invite only platform of highly curated influencers. Jay Desai is the head of growth at Trend. He joined me to explain a little more about what distinguishes the platform, what they vet influencers for to ensure it’s a strong offering and Trend-specific topics. But more broadly we talk about the current state of the influencer space, the different philosophies in approach, both for brands and for software companies, and more.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 27, 2020
One Influencer's Superior Success Method
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Aaron Anastasi has one of those faces you think is very familiar, but you can’t quite place it. Until you do. He’s a working actor who has played parts on shows like Bosch, 9-1-1 on Fox and others. But if you have ever searched YouTube for singing lessons, you definitely know him. Aaron is the creator of the Superior Singing Method, a training program and YouTube channel with almost half a million subscribers. That channel funnels people into a subscription program that has now taught almost 100,000 people how to sing better.  He is also the author of two books to help others find their path to success: “The Voice of Your Dreams” and “The Propserous Mind.” Aaron joined me to talk about his failures and successes in building influence online, how he balances that, his acting career and his personal life. I asked him very pointedly what influencers out there listening should look for when you don’t feel successful and need to pivot, what his elements of a marketing funnel are, and how he manages a multi-million dollar business of passive income. Influencers and brands alike can take a page for his superior influence success. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 25, 2020
The Primal Brain Science Behind Influence Marketing
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Influencing people isn't just creativity and content mixed together. It's the by-product of the way our brains function. As we experience that content or creativity, hormones release into our system that make us feel safe, happy, sad, angry or any of the other range of emotions. People are subject to their own brain chemistry and cognitive reactions to their environments. When marketers and influencers understand how that works in their fellow humans, they can influence and persuade more effectively. That's why Tim Ash, a computer and cognitive scientist with years of experience building digital experiences for brands, wrote his new book. Unleash Your Primal Brain - Demystifying How We Think and Why We Act. The book explains everything from the evolution of us as a species to the happiness hormones and what triggers them. Tim and I talked about the book, how cognitive science can inform marketers about working with influencers and vice-versa. He also broke down the brain science behind influence in the first place. This episode is heady ... because that's what we're talking about. Give it a listen and share it with someone you know who will find it as interesting as you do. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 20, 2020
Turning Executives into B2B Influencers
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For years now, one business-to-business, or B2B, marketing tactic has been to build executives of the company up as thought leaders. Reframing that purpose you could argue what B2B companies have been doing for years is building their executives up as influencers in their industries. Carter Hostelley and his team at LeadTail have been building thought leadership for B2B clients for years, but with the longer-term play in mind of turning them into B2B influencers. He joined me on Winfluence to talk about the emerging trends he sees from what his clients are asking for and going, how executives as influencers has evolved to be a primary strategy today and what the different types of B2B influencers are and where the fall in your marketing funnel activities. Hostelley actually first wrote about B2B influencer marketing in 2014, which was well before most people were even connecting those two terms. His experience and thought leadership of his own are worth a listen. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 18, 2020
The Scoop on Influencer Marketing from the Industry's Top Beat Writer
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If there is a beat writer for the influencer marketing industry it has to be Joele Forrester from Talking Influence. Her whole job is to interview the movers and shakers, break the news about new software product launches and industry trends, analyze the implications of influencer unions and legal interpretations for the industry and beyond. And she does it brilliantly. Talking Influence exists to cover the influencer marketing space. The company behind it runs the Influencer Marketing Show and gives out the Influencer Marketing Awards. While all are based in the United Kingdom, they serve the industry on a global scale.  Joele to sat in with Jason Falls on Winfluence to talk about a lot of great topics she has thoughts on. They discussed the unionization issue, what influencer marketing will look like in the years to come, what her favorite influencer marketing case study is and a lot more. When you want to know something about a particular topic, the person on the beat is the first one you should turn to. So today we turn to Joele Forrester of Talking Influence. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 13, 2020
The Problem of Influencer Fraud And What To Do About It
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A few weeks ago on the show, we talked to Emily Ho, the marketing strategist behind Authentically Social and a fashion influencer in her own right under the monicker Authentically Emmie. In that episode we talked about influencer fraud, comment pods, buying followers and the like. I even mused, “When is someone going to create a software to detect comment pods?” Well, low and behold, I found one that not only has, but started its entire life as a tech startup to do just that for businesses and brands. HypeAuditor has been on my radar for some time now. They’re an influencer discovery tool that allows you to search for relevant influencers across Instagram, YouTube and TikTok. I found a research report they published on influencer fraud. Here are some high points: In the U.S., 61 percent of influencer accounts show some type of fraudulent activity. That number is only slightly lower in the U.K. at 58 percent. Oddly enough, even micro- and nano-influencers aren’t immune. Almost 50 percent of those with 1,000 to 5,000 followers show some type of fraudulent activity. HypeAuditor did the research, so to HypeAuditor I went. CEO Alex Frolov joined me from St. Petersburg, Russia to dive into the research, explain the methodology and chat about the issues at hand.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 11, 2020
How Influencers and Brands can Drive Dollars
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We’ve talked about a handful of books on influencer marketing here on Winfluence. While we await the publishing of Winfluence (the book) in early 2021, Jason Falls couldn’t help having more great discussions with smart people in the space, even other authors. Justin Blaney is a professor at the University of Washington and the chief innovation officer at Principal Advantage, a lead-generation firm based in Seattle. He and his co-author, Kate Fleming, who is a skin care influencer as well as a digital analyst, have written a great book called Will Post for Profit. Unlike a lot of other influencer marketing books, Justin and Kate actually divide the advice in theirs between influencers and brands. Most books focus on one or other. That being one of the strengths of the book, Falls talked to Justin about what aspiring influencers could do to launch, build and be successful, then dove deeper into the brand side to discuss what insights he has for them. There’s a little something in this episode for everyone in the influencer marketing space. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 06, 2020
The Social and Influence Marketing Magic of Kroger
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Kroger was the first company to launch a branded TikTok challenge. They have also successfully engaged influencers for events like Hispanic Heritage Month and partnered with publishing platforms like Funny or Die to product share-worthy online content. But the brand also has built incredible social media success in its own right and much of all that success can be linked to Casey Smith. She is the social media manager for influencer and publisher strategy at the Cincinnati-based company. Smith joined Jason Falls on Winfluence to talk about the company's influence success, her perspective on the dividing line between influencers and celebrities, Kroger's process for creating engaging influence programs and much more. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 04, 2020
Monetizing Video Content for Influencers and Brands
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If you’re not doing video today online, you’re not getting much traction. And that goes for brands, but also for influencers. Video content is more engaging. It draws people in, makes them stop in their feed and pay attention.  P.J. Taei is the founder of UScreen. His platform provides just that -- a place for influencers and brands to house video content that can only be accessed through a fee … either one-time or a subscription based access model. He knows a lot about video marketing and the environment for content creators online, especially those who are looking to drive revenue and monetize their videos. We chatted about video in general and then got into the different ways influencers and brands can monetize video content in this episode of Winfluence.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 30, 2020
How Big Agencies and Brands Handle Influencer Marketing
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Few people have been intimately involved in the influencer marketing industry since before it was called influencer marketing. Crystal Duncan is one of them. An early hire at IZEA before it because the behemoth influencer marketing platform, she is now the Senior Vice-President for Influencer Marketing at Edelman, the world's largest public relations firm. Crystal joined Jason Falls on Digging Deeper, his other podcast, before Winfluence launched. This replay of that interview illustrates her perspective on how big agencies and brands manage influencer marketing campaigns, budgets and beyond. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 28, 2020
Tapping Into Twitch - An Influence Marketing Goldmine
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As of February of 2020, Twitch has 3.8 million unique broadcasters. As of March, it registered an average of 1.44 million concurrent viewers … that’s 1.44 million people watching all at the same time … on AVERAGE.  So, if you haven’t yet explored Twitch as both a viable platform for reaching consumers via advertising or as a place rich with influencers and opportunities for collaboration, this episode will help. Mitch Canter is an active Twitch user but also an experienced digital marketer and technology educator. He is a senior web developer, but a social media maven as well. He’s super smart and loves helping businesses of any size understand tech and the web better.  This conversation is revealing, both for brands and businesses who might find Twitch to be fertile ground for their influence marketing efforts, but also for potential influencers to grow a new audience and channel for their efforts.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 23, 2020
Can Influence Marketing Save Broadway and The Arts?
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Can influence marketing save broadway? Or how about arts organizations in general? Save might be an inappropriate word. Certainly, COVID and the pandemic restrictions of 2020 have had a huge financial impact on the arts, as would any economically challenging time. And broadway theatres, along with arts centers, theatres, community troops and groups are going to have to resort to some scrappiness in the coming year to get re-established.  Is Influence marketing the key? Sam Maher started Yes Broadway as a media company -- an online magazine if you will -- to help people figure out what shows to see, which were duds and the like. It was when he stepped into a producer’s role that he realized influencers could get the word out about the shows. But when he became a producer of a show, he realized he could get influencers to help promote the experience. He joined Winfluence to discuss what he's learned, talk about how he's now turned on an influence marketing agency arm of YesBroadway and more. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 21, 2020
Is Influencer Marketing Just Bullshit?
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Carlos Gil’s latest book is called The End of Marketing. In it, and in this podcast episode, he claims Influencer Marketing is Bullshit. This is ironic coming from someone who not only advises companies and brands in the marketing space -- where influencers are a hot channel for discussion -- but has built a bit of a career as an influencer in his own right. Carlos and I have sparred on a topic or two over the years. He’s an instigator and a disruptor and often brings a bit of a contrarian perspective on the status quo in the marketing conversation. But that’s what I respect about him most. I took the bait and had him on the show to spar a bit on the topic. What developed was a deep, interesting conversation about influence, the credibility of company executives, fake influencers, Snapchat's failures and beyond.  Gil offers ideas in this discussion that are valuable for brand managers and influencers alike. He also opens up a bit about the impostor syndrome and how and why some people might be critical of his career and success, which frankly was refreshing to hear. Give this one one a good listen, then share it with someone who might appreciate it as much as I did. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 16, 2020
Cracking the Influencer Marketing Code
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Amanda Russell's new book, The Influencer Code - How to Unlock the Power of Influencer Marketing, is out now. You can find it on Amazon. She wrote the book because as a college professor at the University of Texas, and before that at UCLA, she felt like a college text on the topic was missing. The book give good advice to businesses and brands and is well worth the read. Amanda and I share a lot in the way of philosophical groundings in influence marketing. You’ll hear that in our chat. Amanda is another hybrid expert to talk to about this. She’s a fitness influencer in her own right, building her brand at fitstrongandsexy.com. Her fitness videos help her 80,000-plus YouTube subscribers, as well as others who follow her around the social web and on her site. She also consults with companies who need help with influence strategies. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 14, 2020
Leveraging Employees as Influencers - Insights from Adobe
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Rani Mani at Adobe formerly led that enterprise company’s influencer relations across company’s marketing department. But she was then promoted to take on the role of employee advocacy. Her role is to help Adobe employees to be the voice and face of the brand, much like the role of doing that with influencers. This is a significant sign from one of the world’s most successful companies -- the person most in tune with influence was promoted to apply her expertise to employees. That’s a clear sign that Adobe considers employees influencers. In this episode of Winfluence, Rani and I talk about the importance of employees as one of your channels of influence, but also how an enterprise company with both B2B and B2C products, as well as different business units with different influence needs manages the practice. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 09, 2020
The Challenge of Influencer Fraud from an Influencer and Agency Owner
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Fashion influencer Emily Ho has a unique perspective on influencer marketing. She's not only one herself, but leads influence and marketing campaigns for clients with her marketing agency. One battle she continually fights is influencer fraud. We dive in a bit to talk about the not-so-ethical influencers out there, how they hurt a brand's marketing and how to combat the practices. If you haven't heard of comment pods as a brand, or influencer, you may want to pay special attention to this episode. If you're involved with one -- whether you know it or not -- you're not likely getting the most out of your influence marketing as you might think. Emily and I explore her journey from marketer to influencer and back and even land on a great idea for influencer marketing software companies to build in an invigorating episode of Winfluence. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 07, 2020
Bridging the Gap Between Influencer Analytics and Brand Measurement
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Scott Harward is an SEO, Pay-Per-Click and Affiliate Marketing guy. What does he have to do with influencer marketing? Well, he can not only help influencers understand how to better monetize their online presences, but report back metrics that brands care for most. He also works with brands and clients to help them design measurement strategies to prove the worth or programs like influencer marketing. We talked about the measurement approach, affiliate marketing, ROI and more on an insightful episode of Winfluence. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 02, 2020
Diving into the State of B2B Influencer Marketing Research
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Few people have as much experience in driving B2B influence marketing than Lee Odden. His company, TopRank Marketing, not only drives programs for some of the top tech companies in the world, but conducts an annual survey to report on the B2B space. TopRank’s latest research into B2B influencer marketing is out and very interesting. Lee joins the show to dive into the survey responses and better quantify and qualify how business-to-business companies are using influencers and how other businesses can adjust to the state of the industry. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 30, 2020
We've Entered The Age of Influence
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This is a special bonus episode. Many of you know I host a weekly live stream for Cornett called Digging Deeper that is also a podcast. Before we launched this show, Winfluence, we had a few interviews specific to influence and influence marketing I wanted to make sure were available to you here. The first one of those I’ve pulled together is with author Neal Schaffer. His new book The Age of Influence, is a great resource for anyone wishing to understand influencer marketing from a process standpoint. From strategy to tactics, Neal shares the how tos and examples of those doing it well. We talked back in June of this year and discussed the differences in his book and what will come in mine when Winfluence the book hits shelves in January. And Neal shared a lot of great insight into a lot of the ideas we discuss here on Winfluence -- the philosophical approach, where the different types of tools lie in the process, how to measure the effectiveness of influencer campaigns and beyond. Neal has been cranking out great advice across the spectrum of social media and digital marketing for some time and our chat over on Digging Deeper was so good, I wanted to make sure you didn’t miss it.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 25, 2020
Identifying Influencers by Relevance Not Reach
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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
Sep 23, 2020
The Fertile Ground that is B2B Influence Marketing
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Michael Brito is one of the more experienced business-to-business (B2B) influence marketing practitioners in the world. He is the executive vice-president for the Zeno Group and has spent almost two decades building relationships for technology and SaaS companies in the Bay Area and around the world. Michael and I dive into some of the granularity he uses in finding influencers for his clients, but also what insights the influencers tell him that better informs his client’s overall marketing. We also talk about the challenges of using B2B thinking in the B2C space. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 16, 2020
Is Influence Marketing an advertising or public relations function?
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Onalytica evolved from the public relations and communications side of the marketing world rather than the advertising side. As you might expect, its head of product, Alistair Wheate has a decidedly comms-side view of the practice. I visit with him to tackle that difference, talk about how influencer tool algorithms work and beyond. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 09, 2020
Reverse Engineering Influence Marketing Through Branded Communities
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Sam Fiorella co-authored one of the first books on influence marketing in 2013. He then used that research and smarts to re-shape his agency to reverse engineer influence marketing using branded communities. These walled gardens give brands the opportunity to research and identify pain points in the consumer journey to know exactly who, what, why and how needs to be triggered to influence everything from consideration to purchase to loyalty. Get out your notebooks for a doozie of insights onslaught in this episode. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 02, 2020
Identifying Influencers by Relevance Not Reach
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The biggest challenge influencers often face is figuring out how to monetize their content by partnering with brands. Brands biggest challenge is finding influencers who understand the business of influence marketing. Tabitha Hawkins founded the Association of Influencers and Content Creators to bridge that gap and help influencers be more attractive to brands while also advancing equal representation and fairness in how brands leverage influencers. We talked about the association, her approach, standardization of influencer pricing, the potential of unions for influencers and more. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 02, 2020
Transactional or Relationship? What’s Patron Tequila’s Influence Marketing Approach
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Adrian Parker is the Global Vice-President of Marketing at Patron Tequila and he has a very different take on influence marketing than many big-brand marketing leaders. In fact, his perspective is very much in line with the concept of Winfluence. Adrian and I talk about his take on transactional influence marketing versus that focused on relationship building, how Patron views influencers and the unique influence audiences in the alcoholic beverage world. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 02, 2020
Is Standardization of Influencer Marketing Possible?
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Kristy Sammis is the chair and executive director of the Influencer Marketing Association. The non-profit industry association is attempting to bring uniformity, standardization and cohesiveness across the influencer marketing industry. We discuss the IMA, unionizing influencers, standardizing metrics and the conflict of transactional versus relational influence strategies. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 02, 2020
The Original Industry Software Founder Ted Murphy Looks Back, Ahead at Influence Marketing
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Ted Murphy founded IZEA, the first influencer marketing platform, in 2006 to cries of heresy from the social media crowd. Twelve years later, he took the company public and can take considerable credit for the industry’s growth. I catch up with Ted to look back at the journey, talk about the 2020 version of IZEA’s offering and arm-wrestle about the one element in IZEA’s offering I have issues with. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 02, 2020
How White Castle Feeds the Crave
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** Note - This is the final episode of Digging Deeper that will be simulcast on this feed. Subscribe to Digging Deeper separately at jason.online/diggingdeeper. This feed changes Sept. 2 to Winfluence - The Influence Marketing Podcast. ** This episode features White Castle CMO Lynn Blashford who touches on creativity, influencers, content marketing and more. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 25, 2020
Marketing Films that Matter
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** Digging Deeper has changed feeds. Starting September 1, you'll need to get that show's feed at https://diggingdeeper.libsyn.com - This feed will officially launch Winfluence - The Influence Marketing Podcast on September 2. Subscribe to both!** This episode of Digging Deeper sees Jason sit down with film producer Jyoti Sarda to talk about her documentary "And She Could Be Next" Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 18, 2020
Brand Activation Strategy and Customer Identification
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** Note: The feed changes September 2 to no longer include Digging Deeper. Make sure to subscribe to it at https://diggingdeeper.libsyn.com. This feed becomes Winfluence September 2, 2020.** This episode - Brand activation strategist Makayla Ervin discusses branding and customer identification for new and small businesses and debates life coaches with Jason Falls. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 11, 2020
Influencers unionizing? Is that good or bad?
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Crystal Duncan from Edelman joined Jason on #DiggingDeeper to chat about influencer marketing. The topic of potential influencer unions came up. The two discussed the feasibility of unions, the advertising versus public relations angle of influence marketing and more.  Be sure to subscribe to the Digging Deeper feed to not miss episodes after September 1, 2020. This feed will begin airing Winfluence - The Influence Marketing Podcast after that date and no longer simulcast Digging Deeper. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 04, 2020
How Content Marketing Makes You a Brand Publisher
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**Update your feeds! Digging Deeper will only simulcast to this feed until September 1, 2020. Don't miss the great interviews on Digging Deeper by subscribing at https://jason.online/diggingdeeper and connecting to wherever you get your podcasts. This episode: Andrew Hanelly from RevMade talks about content marketing strategy and making your brand a publisher! Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 28, 2020
Hiring Freelance Talent to Scale Your Business
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This Episode:  If you've ever wondered how to use virtual and freelance talent to grow and scale your business, Nathan Hirsch is someone to talk to. He scaled a small e-commerce business to a multimillion dollar venture, then solved his own problem by building another one -- FreeUp. That business helps people find and hire virtual and freelance talent for scale. Now Nathan spends his time teaching people how to build systems and processes to leverage virtual workers at Outsource School. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 21, 2020
Rethinking Success with Doug Holladay
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** Update your feed to subscribe to Digging Deeper at https://diggingdeeper.libsyn.com/ ** Jason sits down to talk with PathNorth CEO and former Goldman Sachs executive Doug Holladay about his new book Rethinking Success. Why do motivated and successful business people and entrepreneurs often end up alone and unhappy? Holladay knows and wants to help redefine success to change it.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 14, 2020
How Kroger is navigating 2020
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UPDATE YOUR FEEDS! This podcast feed will not carry Digging Deeper as of September 1, 2020. It will change into an influencer marketing podcast, so please add the Digging Deeper feed to your subscriptions. The links are at http://jason.online/diggingdeeper This episode of Digging Deeper has Kroger's Curtis Midkiff, Jr., join and discuss what the conversations, planning and response has been for his company and its reaction to social issues of the day. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jul 07, 2020
Will Brands Boycotting Facebook Make a Difference?
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Brands are boycotting Facebook and other social media platforms to fight against the often passive way the social networks have handled hate speech from users. Though a daunting list of advertisers pulling billions of dollars from ad spend, will it make a difference? New York Times bestselling author Jay Baer visited Digging Deeper this week to offer his thoughts. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 30, 2020
Can you measure creativity?
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Can you measure creativity? You certainly can if you're speaking about marketing or advertising creative. We put that question to data analyst and marketing analytics guru Christopher Penn in this week's episode of Digging Deeper. Penn is the chief data scientist at Trust Insights and one half of the long-running Marketing Over Coffee podcast. Our Jason Falls put him to the test of measuring creative and creativity, among other things. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 23, 2020
We are in the Age of Influence
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Neal Schaffer's fourth book is out now and is called The Age of Influence. He visited with our Jason Falls on Digging Deeper to talk about influencer marketing today, how businesses can embrace it, what the challenges facing the practice are and how COVID-19 affects the marketplace. Add the new Digging Deeper feed to your podcast subscriptions! Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 16, 2020
What does making creativity your business advantage mean?
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The podcast has officially switched over to Digging Deeper - Make Creativity Your Business Advantage. Look for that title where you get your podcast subscriptions and subscribe to ensure you don't miss future episodes. Here's the raw link if that helps: https://diggingdeeper.libsyn.com/rss We'll cross post episodes here for a few weeks, but do update your feed. This week is Christy Hiler, president of Cornett, with a great talk on managing businesses and agencies in the COVID world. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jun 09, 2020
Marketing Tips from a Purpose-Driven Marketer
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Robert Courtney Collins is one of the co-founders of the UNEEK Collection, a clothing line with a purpose. He is also leads a branding and marketing consultancy in Detroit called Robert Courtney and Associates where he shows businesses how he built UNEEK based on a purpose and with creative marketing approaches. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 26, 2020
Marketing Challenges from the Hemp Industry
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James Dawson has a monster challenge. He is the vice-president of marketing for Landrace Bioscience which is a scientific products manufacturer in the hemp industry. Businesses like his can't even get payment processors to accept their business. And then there are marketing challenges. He joined the show to discuss how he approaches them and to dispel many myths about the hemp industry and the products it brings to market. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 22, 2020
The Future of Offline Advertising
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Imagine your CEO or company spokesperson appearing at your next trade show, or even in one of your store locations. Now imagine them also appearing at five trade shows or 125 store locations at once. The future of offline advertising may just be holographs. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 19, 2020
How to be a Conscious Marketer
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Jim Joseph, the global president of BCW — Burson Cohn Wolf, has a new book out called The Conscious Marketer. Very timely in its release, the book helps brands understand how to better target and position themselves by tuning into their customer's worlds. And what a world that has become, right? Jason Falls talked to Jim about the book and the ways that businesses and brands can become more aware, and thus more connected, to their customers as he visited the show this week. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 12, 2020
Insights on Influence and Content Marketing with Actidad
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Mark Savant knows how to build an online brand. His Actidad community is a powerful beacon among fathers. It's Facebook Group, blog, podcast and social channels have made him an influencer. He also teaches people how to build their own influence with Mark Savant Media, so he and Jason Falls chatted about influence, content marketing, Tik-Tok and more. Learn more about your ad choices. Visit megaphone.fm/adchoices
May 05, 2020
How to Identify Anonymous Website Users
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If only you could identify anonymous website visitors and email them right away to compel them to engage more or even buy. Adam Robinson's new startup GetEmails allows you to do just that. The somewhat controversial approach gets the interrogation from Jason Falls as Robinson visits to explain. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 28, 2020
The Ratings & Review Marketplace for Agencies
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Should agencies, consultants and other B2B service offerings worry about ratings and reviews? Certainly they should. One place that can help -- and which competes with them for search results -- is UpCity. Heidi Sullivan is its senior vice-president for product and marketing. She talks about the benefits of UpCity's marketplace, products and the need for protecting your digital reputation. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 21, 2020
Building a Content Performance Culture
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Does your brand or agency have a content performance culture? It needs one. Christoph Trappe's latest book by that title outlines how to build a culture where content marketing is made, distributed and optimized. He talks to Jason Falls about how brands and agencies can build that culture for content success. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 14, 2020
Managing e-Commerce in a COVID-10 World
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Gavin Jocius knows a thing or two about e-commerce. The former general manager of the art division at CafePress, also known as Canvas on Demand, helped that business through a $35 million acquisition, then doubled its profitability for new owner Circle Graphics. Now founder of a search fund, Jocius joined the podcast to share his thoughts on running e-commerce in a COVID-19 world and more with Jason Falls. Learn more about your ad choices. Visit megaphone.fm/adchoices
Apr 07, 2020
Danielle-Wiley-Influencer-Agencies
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Danielle Wiley is one of the pioneering agency leaders in the influencer marketing space. The San Francisco-based thought leader founded The Sway Group, one of the leading influencer strategy firms in the world, more than a decade ago. She visited with Jason Falls recently to talk about the state of the industry, how younger generations respond to sponsored content and more. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 27, 2020
Joining the Context Marketing Revolution
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Have you joined the Context Marketing Revolution? You should. Or at least read the new book of that title from Salesforce's Mathew Sweezey. Today's marketing is not about attention getting or reach and awareness, but about addressing a consumer's need in context. Sweezey joined Jason Falls to discuss the revolution that is context. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 24, 2020
Crowdfunding a Sit-Com? Toni Deckers is Doing It!
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Toni Deckers is trying to build a crowdsourced sit-com. Yep. You read that right. The actress and jazz singer launched an IndieGoGo campaign recently to crowdsource production of a pilot for Polk Fiction. Both Toni and her pilot-writing husband Erik joined me on the podcast to talk about the show, how the idea for it and the fund-raising effort came to life and what could become of it if they're successful.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 20, 2020
Balancing Direct and Retail Channels in an Amazon World
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Selling direct on your website is challenging in an Amazon-led e-commerce world. So is balancing that direct e-commerce business and serving retail channels as well. Peter Friedmann of DEMDACO visits the podcast to talk marketing in a multi-pronged world, the Corona Virus situation for retail channels and more. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 17, 2020
Influencer Profile: Whit Honea
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The creative process is one of life's great mysteries. If you figure it out, it's smooth sailing. Jason Falls catches up with award-winning writer Whit Honea. He is the author of the book The Parent’s Phrase Book and covers the Pixar and Disney animation beat for Fandango’s website. The two talk about Whit's creative process, how he finds ideas, his take on influence marketing, and more. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 13, 2020
Everything You Need to Know About Stock Photography
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Stock photography sites are a dime a dozen, but Scop.io is setting itself apart behind an eye for diversity and the use of Artificial Intelligence. CEO and founder Christina Hawatmeh visits with Jason Falls to talk about Scop.io, how her site works and is different from others, image licensing issues and more.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 10, 2020
Brand Marketing and Social Issues with Dove Men+Care's Jordan Lewis
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Dove Men+Care is one of the few brands in the world that takes a definitive stance on a significant political and social issue. They put money and promotional power behind passing the Family Medical Leave Act. Jordan Lewis, Dove Men+Care brand manager, talks to Jason Falls about the company's position, its thoughts on influencers and marketing success.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 06, 2020
Adventure Brands and Corporate Marketing
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There's a big difference in corporate marketing and brand marketing. There's also a big difference in marketing adventure brands than others. Holly Spaeth is the director of corporate marketing and partnerships at Polaris, the company behind snowmobiles, boats, off-road vehicles and motorcycles. She stopped by the podcast to help us understand the differences. Learn more about your ad choices. Visit megaphone.fm/adchoices
Mar 03, 2020
Influencer Profile: Kentucky Taste Buds
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Leigh Roach and Tamara Schneider started a blog in 2017 to review and sing the praises of Kentucky businesses. In just three short years, they've exploded to have one of the most influential channels in the Bluegrass state called KyTasteBuds. Jason Falls sits down with the pair to profile these influencers and get advice for aspiring content creators, brands, agencies and beyond. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 27, 2020
Understanding the Buying Brain with Neuromarketing
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The best way to encourage people to buy from you is to understand how they think and tap into a path to their buying brain. Felix Cao of Happy Buying Brain understands neuromarketing and works with clients to find that path to conversion. He chats with Jason Falls about queues and triggers that can improve your company's ability to convince people to buy. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 25, 2020
Meltwater Unveils Podcast Monitoring
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Meltwater announced a new addition to its social listening platform -- podcast monitoring. The ability to find brand and keyword mentions on podcasts is a game-changer in how we think of podcasts and how we quantify their success when our brands are involved in them.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 21, 2020
The Most Creative PR Move You Can Make
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The most creative public relations move you can make is sitting right under your nose. It might be the most creative move you can make in all of marketing. This week's food for thought uncovers that creative advantage as a follow-on thought to my Girl Scout Cookie's story from the last episode. Dig in! Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 14, 2020
How to Build Influence in B2B Marketing
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Not only is B2B marketing not some cosmic Rubik's cube B2C marketers can't figure out, but it's very similar and sometimes more simple. Evan Kirstel is one of the top B2B marketing influencers out there. He stopped by to talk about the differences, the approach and the success of B2B marketing, especially on social media with Jason Falls.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 11, 2020
Ideas on Optimizing Podcasts, Campaigns and Content
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Jason Falls gives you food for thought on how to evolve and optimize your content by taking you through the evolution of this very podcast. He unveils some plans for the future of his own and correlates that to what you should do with your own content marketing efforts. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 07, 2020
What can Groupon do for your marketing?
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Matthew Rolnick knows a thing or two about the magic of Groupon for businesses and marketing. He's the divisional sales manager for health, beauty, wellness and fitness at the coupon app company. Jason Falls talks to Matthew about the breadth and depth of Groupon, including ideas for any sized business to use the platform for customer acquisition, revenue and growth. Learn more about your ad choices. Visit megaphone.fm/adchoices
Feb 04, 2020
Master Your Mornings for Time Management
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You can master your mornings for optimal time management and Amy Landino knows just how to do it. Her book Good Morning, Good Life discusses five simple habits to do so and upgrade your life. She talks with Jason Falls about her book, why his 11-year-old daughter is such a big fan of her YouTube channel and how brands can leverage video marketing for success. This episode is sponsored by Get.Online domains. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 28, 2020
Driving revenue leaps without driving yourself insane
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Kim Kasparian is a business coach and consultant who works with CEOs and the like to create six- and seven-figure revenue leaps, but without killing yourself doing so. Jason Falls interviews her to find out how, why she's qualified to tell you and more. He also talks about getting the media to write about you in this podcast episode, brought to you by Get.Online domains. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 21, 2020
The Power of Personal Branding for Business
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Personal branding is imperative for today's professional, but how does personal branding overlap into helping your company or brand? Ryan Foland knows. He's an expert on the subject and the co-author of the book Ditch the Act which helps you mine your own experiences to be more genuine in building your personal brand. Jason Falls chats personal branding in an episode brought to you by Get.Online domains. Jason has one! You should too. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 17, 2020
Are You Priced Appropriately?
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Burger King tried to charge Jason $3.63 for a 32-ounce soda this week. McDonald's sells them for $1.06. That conflict sets up a great food for thought episode of the podcast as Jason asks you to consider your pricing structure and if there is opportunity to improve. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 10, 2020
Where is Word-of-Mouth headed in 2020?
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Word of Mouth Marketing has always been a bit fuzzy in terms of what it is, how you build it and beyond. WOMMA Hall of Fame inductee Geno Church joins Jason Falls to talk about where Word of Mouth Marketing is heading in 2020 and how brands can begin thinking about it. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jan 07, 2020
The difference in branding, marketing and advertising
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Bill Harper has a very succinct and necessary reminder of the differences between branding, marketing and advertising. He shares those thoughts as well as has a great discussion with Jason Falls about finding consumer insights for better branding, marketing and advertising. Jason also talks about Data Studio and reviews BrandMentions.com, a social listening platform. Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 17, 2019
How to Turn Fans Into Customers with David Meerman Scott
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David Meerman Scott is the worldwide best-selling author of the book The New Rules of Marketing and PR. His new offering is called Fanocracy: Turning Fans into Customers and Customers int Fans. He wrote the book with his daughter Reiko. We dove into the topic of loyalty marketing, engaging your customers to become fans and advocates and much more in this podcast episode. Do yourself a favor and learn from one of the marketing masters. Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 10, 2019
Beware of Google My Business Scammers
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Jason Falls's pal Chris ran into a business owner who paid who he thought was Google to help his ranking. But that's a sure sign he was duped by a scammer. Google never guarantees rankings to solicits money from businesses over the phone. Jason goes over what Google says you should know to not be scammed over your Google My Business page or rankings in this Frida food for thought episode. Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 06, 2019
What businesses need to know about new personal data protection laws
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As if GDPR wasn't enough, the California Consumer Privacy Act is now forcing businesses to upgrade how they handle and manage consumer data. Tim Hayden and his company, Brain Trust Partners, help companies with digital transformation, including showing them what needs to now happen to comply with personal data protection laws. Jason Falls dives in with Tim to learn more for your business. Learn more about your ad choices. Visit megaphone.fm/adchoices
Dec 03, 2019
What Can the Automotive Industry Teach Us About Digital Marketing?
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Eric Miltsch has a couple of decades experience leveraging digital marketing for the automotive industry. He's so good at it, that he eventually co-founded a software platform for car dealers and brands to make selling cars online easier, optimized for search engines and even connected via social media. Jason Falls sat down with Eric to learn what he knows the rest of us can use.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 26, 2019
New FTC Disclosure Guidance for Influencers is Here
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The Federal Trade Commission (FTC) has finally issued a round of content aimed at clarifying its disclosure policies related to those with online audiences. The new brochure "Disclosures 101 for Social Media Influencers" and its accompanying videos and examples goes deeper than the regulatory body has ever gone and both simplifies and hardens the obligation. Jason Falls shares the details and reaction on the podcast. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 22, 2019
Defy Expectations and be a Pink Goldfish
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What does it mean to be a pink goldfish? Authors Stan Phelps and David Rendall stopped by The Jason Falls Show to tell me. They've penned a new book called Pink Goldfish, which helps people understand how to defy normal, exploit your imperfections and captivate your customers. So they want you to expose your flaws and weaknesses to drive your content marketing. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 19, 2019
Always Build Your Email Marketing List
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In sales, the phrase is "Always Be Closing." In marketing it should be, "Always Build Your List!" Building your email marketing list is the one, always on, aways be doing this no matter what activity every marketer should ensure is happening. Whether you are a multi-billion dollar corporation or a dumb guy with a blog, building your list means laying the foundation for future sales and success. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 15, 2019
That time I gave Ted Kennedy booze
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Yes. You read the headline right. Jason Falls once gave Ted Kennedy booze. He was 10. Years old. True story. In this episode, Jason tells the story of how a 10-year-old him gave one of the more well-known political figures of the last 50 years a pint of moonshine. He spends time talking a bit more about IZEA's new influencer marketing survey and a new feature rolling out soon, if not already, from Twitter. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 12, 2019
It's Time to Get Into TikTok
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TikTok is one of the fastest growing social networks and it's high time we paid attention to it. Who better to give us the TikTok low-down than Jason Falls's 11-year-old daughter Katie, and avid user? Dad interviews daughter in this food-for-thought episode of The Jason Falls Show. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 08, 2019
Building Communications Strategies for Growth
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Few people know how to build communications strategies for business growth like Barbara Hannan. She was an instrumental figure behind the Groundswell Award-winning case study of community and influencer strategies executed by Pitney Bowes over the course of the last few years. Jason Falls sat down with Barbara to talk about communications strategies for growth for businesses. Learn more about your ad choices. Visit megaphone.fm/adchoices
Nov 05, 2019
How a Dentist Became a Content Marketing Star
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Dr. James Gabhart saw other medical professionals fun videos at a conference once, came home and decided his dental practice should do it, too. Five years later, he's the most talked about dentist in at least Elizabethtown, Ky., if not beyond. And that has tripled his new patient business. He talks about the content marketing revolution for his dentistry practice on The Jason Falls Show. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 29, 2019
What is the Self-Reliant Entrepreneur?
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John Jantsch's latest book is a diversion from his previous how-to books on Duct Tape Marketing and Referral Engines. It's a daily devotional approach to business with inspiration from transcendental authors and more, with John's business correlations. Jason Falls dives into the book with John to uncover the self-reliant entrepreneur.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 22, 2019
What If You Can't Update Your Website?
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If you had to add or change something on your company’s website right now — if it were a matter of staying in business or going under — right now — could you do it? In a Friday food-for-thought episode of The Jason Falls Show, Jason assigns you the task of learning how if you don't. And discusses why.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 18, 2019
How Alli Troutman Built Wicked Sheets
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Alli Truttman started Wicked Sheets after being laid up in bed with an injury and realizing she had night sweats. A friend's dri-fit shirt and some ingenuity later and the first sheet focused on moisture absorption was born. Hear how Alli uses digital marketing and how she feels about competing with Amazon, while also selling there among other insights on this interview edition of The Jason Falls Show. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 15, 2019
How to Correlate Website Analytics to Marketing Goals
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Are you able to correlate website analytics to your marketing goals? Jason Falls thinks is there are 3-4 pieces of information within your website analytics you could use to correlate success (or not) of your website and marketing efforts. It's just a matter of thinking about each of those numbers you might see in a dashboard or report and what they might mean. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 11, 2019
How to Build a Great Podcast with Kevin Stroud
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One of Jason Falls's favorite podcasts is the well researched, highly informative, well produced and performed History of English Podcast with Kevin Stroud. So, to help you understand what goes into a really well done podcast, Kevin joined Jason on Go Ahead Caller to share his knowledge. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 08, 2019
SEO Work is the Ultimate in Reverse Scope Creep
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The main problem with search -- SEO and SEM work -- for consultants and agencies is what Jason Falls calls "reverse scope creep." He dives into examples and explains what it is and what to do about it in a food-for-thought episode of The Jason Falls Show. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 04, 2019
Growth Strategies with Scott Monty
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Few people play in the heady space of CXO advising in the digital space like Scott Monty. The former Director of Social Media for Ford Motor Company uses his Fortune 10 expertise to advise executives and companies on growth strategies, digital transformation and more. Jason Falls catches up with him to see what Monty's expertise can mean to your business. Learn more about your ad choices. Visit megaphone.fm/adchoices
Oct 01, 2019
Video Marketing Research Says Do It
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New research from Google and the 4A's shows the impact of adding video marketing to your content and search efforts. Jason spends time discussing the opportunity for video marketing and dives deeper into the usefulness of platforms like Switcher Studio, the program's sponsor.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 24, 2019
A Brand's Role in Helping Influencers Get Better
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Influencer marketing, podcasts, bloggers, vloggers and new media producers are the channel du jour today for brands. But they aren't traditional media with traditional training, respect for sponsor KPIs and the like. What is a brand's role in helping influencers and the new media roster get better? Jason Falls shares in a food-for-thought episode of Go Ahead Caller. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 20, 2019
The Feudal System of Our Digital World
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In response to an observation by Jeremiah Owyang, Jason Falls discusses the comparison of today's digital space to the Feudal System and wonders if we will rise up like serfs to equalize the kingdoms of Facebook, Google, Amazon and more. He also talks paid search and the ego of social media in a rare, non-interview extended episode. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 17, 2019
What Parents Should Know about Teens and Social Media
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What should parents know about teens and social media? In a special back-to-school episode, Jason Falls interviews author and teen/tween expert Ana Homayoun about the perils and opportunities of your child having a device and access to social media.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 10, 2019
The Psychology that Fuels Influencer Marketing
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Listening to one of his favorite podcasts, Jason Falls discovered the human psychology behind influencer marketing. He calls it the most powerful argument yet for the stability of the channel as an important marketing one for years to come. Hear what Surrogation is and why it compels your brand to leverage influencers.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 06, 2019
The Power and Importance of Community Engagement
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Community engagement -- listening, commenting, providing customer support -- is the "social" part of social media. Mike Koehler from Smirk New Media knows this and chats with Jason Falls about how engagement should be a higher priority than content, even, for brands in the digital marketing space.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Sep 03, 2019
The Crossroads of Influencer Marketing
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It seems like we've reached a crossroads in influencer marketing. More and more examples are popping up every day of influencers being called out for bad behavior, not disclosing sponsored content, faking their "genuine"-ness to their audiences and more. Jason Falls thinks we've reached a welcome crossroads in influencer marketing in this food-for-thought short. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 30, 2019
Understanding IP Targeting for More Effective Ad Spend
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What if you could target your online media to just one building? Or just one house? What if you could figure out how to target the mobile devices of just the executives in a particular business? You actually can with IP Targeting. Stacy Griggs, the CEO of El Toro, stopped by Go Ahead Caller to explain to Jason Falls.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 27, 2019
How to get more email responses
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Someone asked me last week, "How do I get more prospects to respond to my emails?" That's a good and timeless question for marketers, sales people and public relations professionals. The answers aren't exactly simple -- we all are overwhelmed with our inboxes -- but I took some time to offer some thoughts on how to improve your one-to-one email response rate on this food for thought short show. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 23, 2019
Everything You Need to Know About Online Reputation Management
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If your business is not paying attention to online reputation management, you could be in trouble and not know it. Amanda Henson handles online reputation management in all its various iterations for Kindred Healthcare. She stopped by to help us understand what it is, how to do it and what to watch for. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 20, 2019
Time for a Social Media Policy Check
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It's never a bad time to check your social media policy. A colleague of Jason's called this week with a sticky employee situation involving posting inflammatory content online. Should that employee be terminated? Is the company in the right to do so? Hear Jason's thoughts and those on updating your social media policy.  Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 16, 2019
Corporate Content Strategy and Communications
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There's a difference between brand communications and content and corporate communications and content. And perhaps none know that better that Kevin Hunt of General Mills. He talks about corporate and internal communications for the CPG giant and explains how his team handles corporate content strategy for the mothership. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 13, 2019
Influencers and Optimization
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Preston Arsement shared his insights as a YouTube influencer with Business Insider, but both he and Pew Research indicate that optimizing influencer content can often include potentially misleading titles and descriptions. There's a fine line between optimization and misleading an audience. Jason Falls offers up thoughts on this potentially disingenuous practices often used by influencers to optimize their content. Learn more about your ad choices. Visit megaphone.fm/adchoices
Aug 09, 2019