using influencer marketing to drive measurable off-site content engagement
TRANSCRIPT
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WEBINAR:Using Influencer Marketingto Drive Measurable Off-Site Content Engagement
April 21, 2016
Presented By: Jeff RiddallDirector of Product Strategy, gShift@JRiddall
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The New Travel Customer JourneyThe Power of Ranking Off-site ContentOff-site Content DistributionUser Generated Content & Influencer MarketingTracking Off-site Engagement and Analytics
Q & A
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
AGENDA
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IS DIGITAL MARKETING GETTING EASIER…OR HARDER?
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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THE CUSTOMER JOURNEY
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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THE NEW CUSTOMER JOURNEY
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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WHERE DO TRAVEL CUSTOMERS GO FOR ADVICE
Source: Adweek - Social Times, August 2015http://www.adweek.com/socialtimes/social-media-and-travel-go-hand-in-hand-infographic/625230
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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THE NEW CUSTOMER BEHAVIOR = #DARKFUNNEL
Today, customers educate themselves before coming to your site. This change has completely altered the traditional sales funnel, adding twists and bends along the way.
We call this the #DarkFunnel.
The #DarkFunnel is the new sales funnel.
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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IT’S THE CUSTOMER’S SALES JOURNEY, NOT YOURS
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
“A brand is no longer what we tell the consumer it is–it is what consumers tell each other it is.”
Scott Cook, Founder and CEO of Intuit
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So, how do you measure success?
MARKETERS LOSTIN DARK FUNNEL
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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GOOGLE FILES A PATENT
“On-site and off-site search ranking results” US 13/285, 995
“Putting an emphasis on building trust for all of your content should become one of the biggest undertakings you have in 2016.”
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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Kerry Jones
OFF-SITE PATH TO ON-SITE
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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OFF-SITE PATH TO ON-SITE
Improve discoverability
Authentic referral traffic
Expanded content distribution
Increased reach to target audience
Builds authority within industry
Increased overall brand awareness
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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OFF-SITE CONTENT DISTRIBUTION
Creating content for your site is not
enough. You need additional
distribution and amplification using off-site channels.
Influencers
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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INFLUENCER MARKETING
Influencer marketing is a tactic of digital marketing where brands partner with key industry thought leaders to amplify (distribute) the brand content/message to their audience, mainly using social channels.
Influencers are credible, authentic and highly engaged presences who hold a power of influence over their audience based on the trust they’ve built.
What is influencer marketing?
Who are influencers?
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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“Audience-centric” versus “Influencer-centric”
“Audience Size” versus “Engagement”
“Influencer scoring” - Authority, authenticity, engagement, credibility.
IDENTIFY AND ENGAGEINFLUENCERS
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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TRAVEL INFLUENCERS
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
Potential travel influencers and UGC
abound.Travellers love to tell
travel stories.
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INFLUENCER MARKETING IN YOUR MARKETING MIX
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
Source: Adweek - PRNewser, March 2015
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This is where influencers and their audience live!
THE DARK FUNNEL
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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● Provide influencers recommended keyword rich Titles, Headings and Content to “optimize” their posts
● Provide trackable Smart URLs to your content and for them to share via each social channel
● Remember the #DarkFunnel
ARMING YOUR INFLUENCERS
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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TRACKING OFFSITEANALYTICS & ENGAGEMENT
You’ve created great content, launched an influencer campaign,
developed strong social messaging and have nailed
off-site distribution…
Now what?
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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TRACKING OFF-SITEANALYTICS & ENGAGEMENT
kontextURLsTM (SmartURL System)
Off-Site Analytics
Influencer Analytics
Near Real-Time Engagement Metrics
Branded, Vanity Short URL
Long-Term Data Storage
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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• Track and report on engagement by Influencer, by Channel, by Content Type, by Keyword Group
● Create Conversion Paths to map off-site content engagement all the way through to ROI
● Report on improvements in Organic Search Visibility
● Create feedback loop back to influencers so they know how they did
MEASUREMENT & REPORTING
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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THE FULL PROCESS
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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WHAT IS THIS REALLY ALL ABOUT?
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
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Set up content campaigns to accurately track off-site content engagement
KEY TAKEAWAYS
Off-site content will strengthen your brand’s web presence
Focus on audience development for improved discoverability
Add influencer marketing to your mix
Understand your customer’s journey and behavior
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
Rate influencers on the strength and relevance of their audience
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Q & A
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
Audience Development & Discoverability
gshift.it/elu-audienceguide
Mastering Smart URLs
gshift.it/elu-smarturls