PODCAST

Winfluence - The Influence Marketing Podcast

Jason Falls

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.

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Understanding Affinity to Find Success with Influencers
Jun 27 2022
Understanding Affinity to Find Success with Influencers
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
Understanding Affinity to Find Success with Influencers
Jun 27 2022
Understanding Affinity to Find Success with Influencers
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
The Cocktail Party Method to Grow Your Own Influence
Jun 20 2022
The Cocktail Party Method to Grow Your Own Influence
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
How to Leverage CSR and PR Channels to Influence
Jun 13 2022
How to Leverage CSR and PR Channels to Influence
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
Expanding Your Reach�With or On Podcasts
Jun 6 2022
Expanding Your Reach�With or On Podcasts
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
What If We Have the Focus of Influencer Marketing All Wrong?
May 30 2022
What If We Have the Focus of Influencer Marketing All Wrong?
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
The Insights Software That Finds What Influences Consumers
May 23 2022
The Insights Software That Finds What Influences Consumers
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
What Metrics Should a Brand Ask for From Influencers?
May 16 2022
What Metrics Should a Brand Ask for From Influencers?
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
Marketing and Influence in the Food, Restaurant, and Hospitality Industry
May 9 2022
Marketing and Influence in the Food, Restaurant, and Hospitality Industry
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
Is The Influencer Pay Gap Closing? And How Do We Tell?
May 5 2022
Is The Influencer Pay Gap Closing? And How Do We Tell?
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
Creating Influence in the Middle East
May 2 2022
Creating Influence in the Middle East
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
A Deeper Dive into Gamers as Influencers
Apr 28 2022
A Deeper Dive into Gamers as Influencers
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
How to Find and Use CPM in Influencer Marketing
Apr 25 2022
How to Find and Use CPM in Influencer Marketing
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
The Talent & Talent Manager Relationship
Apr 21 2022
The Talent & Talent Manager Relationship
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
The Challenges of Influencer Discovery
Apr 18 2022
The Challenges of Influencer Discovery
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
Working with Celebrities and Celebrity Influencers for Original and Branded Content
Apr 14 2022
Working with Celebrities and Celebrity Influencers for Original and Branded Content
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
The App to Find Influence, Not Influencers, Within Diverse Communities
Apr 11 2022
The App to Find Influence, Not Influencers, Within Diverse Communities
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
Everything Influencers Need to Know About Email Marketing
Apr 7 2022
Everything Influencers Need to Know About Email Marketing
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
The Best Advice for Influencers From An Experienced Influencer
Apr 4 2022
The Best Advice for Influencers From An Experienced Influencer
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
A Frank Discussion About The Influence Marketing Software Landscape
Mar 31 2022
A Frank Discussion About The Influence Marketing Software Landscape
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
An Effort to Close the Gender Gap in Advertising Agency Ownership is Here
Mar 28 2022
An Effort to Close the Gender Gap in Advertising Agency Ownership is Here
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