using smarturls for tracking influence marketing & off-site content

Warren Whitlock• B2B Influencer

• Keynote Speaker• Author

• Digital Marketing Consultant

• @WarrenWhitlock

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Krista LaRiviere

• Cofounder & CEO, gShift

• Keynote Speaker• Director, SEMPO

• @KristaLariviere

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Let’s Talk About… Industry trends

The importance of on-site content and off-site content & analytics.

Influencer marketing & influencer analytics.

SmartURLs & kontextURLs

Bringing it all together: challenges and solutions for tracking it all.

Polls, Q&A @WarrenWhitlock @KristaLaRiviere @gShiftLabs

Data intersection: Content Marketing, Influencer Marketing & SEO • Search engine optimization is about

brand discovery by keyword & content.

• Social & Social Influencers are now the distribution channels of brand content.

• Brands are demanding measured results of their investments into content creation.

• Unique content-level data across an entire web presence including influencer analytics for decision making and reporting.

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

CONTENT IS THE

KINGPIN“The most important opportunity is content as this pervades all the digital media that we are using to reach our audiences.”

Adobe/EConsultancy

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Content Marketing

Social

Media

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Everyone Has Influence

Set Clear Goals

One number KPIs support this Measure steps for optimization Easier decisions

Careful what you choose Mass outdated Demographics are minor Shiny Objects Still more we don’t know

Build Relationships

Social Media let’s your connect with existing customers, vendors, employees and competitors and their networks

One connection can introduce you to a hungry market

Listen and Respond to their needs

Avoid the temptation to make it a sales channel

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Network Effect

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Ways to Empower Influencers Find out what they want. See that they get it.

An offsite conversation will be a much more powerful endorsement than anything you say about yourself

Give them content in their preferred format Embed links to track in context of their conversation Reward what works. Repeat it with the best.

Be open to new or unknown influencers while focusing on the ones with the largest networks

You can’t control people or what they say. You can get more of what you want by helping others, building relationships and gratitude

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

On-Site versus Off-Site Content

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Brands are experiencing disruptive change with 67% of a customer’s digital interaction with brand content is off-site.

The Importance & Reality of Off-Site Content

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Poll Question #1

Do you know what percentage of your prospects’ interactions with your brand’s

content takes place off-site?

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

“It’s about the long-term process of enhancing both the brand's web presence asset and the opportunity for discoverability in search and social, throughout the prospect's buying cycle and across any device.”

- Krista

What is this all about, really?

Content Needs to Exist Off-Site

Creating content for your site is not

enough. You need additional

distribution and amplification using off-site channels.

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Challenges in Tracking Off-Site Content

Traditional analytics providers rely on tracking code, and therefore are only possible on web properties you control.

33%.

Engagement can happen beyond what is seen publicly, with content being shared through dark social.

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

What are SmartURLs?SmartURLs enable you to track a piece of content that leverages content tags, taxonomy and conversion paths for all of your external and on -site content.

Empowers digital marketers and content creators to illuminate engagement and conversion analytics without the use of a traditional analytics tool.

Influencer Analytics!@WarrenWhitlock @KristaLaRiviere @gShiftLabs

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

kontextURLs will provide:

• Branded, vanity short URLs

• Near real-time Content Performance by Channel

• Long-term data storage

• The true connector of SEO and Social Media to Content Marketing

• Influencer Analytics

kontextURLs – the only technology that measures and optimizes both earned AND Owned Onsite, Offsite and Offline content

What is Influencer Marketing?Influencer Marketing is driving A LOT of off-site content & engagement!

Influencer marketing is developing a strategy to engage and build relationships with influencers and create campaigns that they may participate in.

Brand influencers are individuals who have an audience that aligns with your target market. They are amplifiers!@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Poll Question #2

Is influencer marketing part of your digital marketing mix today?

YesNo

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Influencer Marketing as a channel

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Social

Media

SEO & Influencer Marketing• Using keywords to find influencers

• Understand audience profiles by demographics.

• Local influencer marketing

• Who’s talking about “smart water” and related topics.

• Lesser known influencers who can aggregately expand your potential audience reach.

• Tracking their impact through the funnel.@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Data: Tomoson

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Read more – gshift.it/DandD

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Identifying Influencers

Poll Question #3

Do you plan on adding influencer marketing to your online efforts in 2016?

YesNo

Unsure

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Challenges in Influencer Marketing

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Influencer Marketing meet Influencer Analytics

Poll Question #4

Are you using smartURLs or link shortening services for your off-site content now?

YesNo

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

SummaryThings to focus on:

• Content distribution & amplification

• Proper analytics for both on-site and off-site

• Consider influencer marketing to extend your audience

• Poll results and Q&A

@WarrenWhitlock @KristaLaRiviere @gShiftLabs

Thank You!

Poll Results

Questions

@WarrenWhitlock @KristaLaRiviere @gShiftLabs