1

#AGEOFINFLUENCE

2

#AGEOFINFLUENCE

Host

Hillary Settle@hmbyers

Director of Marketing

Kara Burney@wkndatburneys

Director of Content

Guest Speaker

3

#AGEOFINFLUENCE

What Is Earned Influence?

#AGEOFINFLUENCE

4

#AGEOFINFLUENCE

What is Paid Influence? What is Earned Influence?

5

#AGEOFINFLUENCE

Why Earned Influence?

Sources: Mavrck: Data based on a combined 10+ billion impressions across multiple platforms including Mavrck, Ad.ly, SveNe, TapInfluence, Nanigans & AdParlor.

It shows real results.

Earned relationships can take more time and effort than paid,

but they’re worth it.

It’s more authentic.

1

2

6

#AGEOFINFLUENCE

The Importance of Identification

#AGEOFINFLUENCE

7

#AGEOFINFLUENCE

Top Influencer Marketing Challenges

75%of marketers say their top challenge is identifying the

right influencers

53%of marketers say their top

challenge is measuring campaign performance

8

#AGEOFINFLUENCE

Insightpool Segment Management Funnel

Segment audiencesto tailor marketing strategies

Go beyond demographics to group fans based on brand awareness, engagement, or other characteristics

9

#AGEOFINFLUENCE

Segment Management Funnel

Track success through campaignWatch influencers and audiences

move through the funnel

10

#AGEOFINFLUENCE

What Does Earned Influence Success Look Like?

#AGEOFINFLUENCE

11

#AGEOFINFLUENCE

How Does Insightpool Measure Success?

Engagement Rates:An influencer engaging back with our

organic outreach (liking, retweeting or replying to our message) indicates that a

connection is made.

How It’s Calculated:(# of people who engaged /

# of people we activated) * 100

12

#AGEOFINFLUENCE

How Does Insightpool Measure Success?

Click Rates:When the goal of a campaign is to

drive traffic to a link, click rate is an obvious indicator of success.

How It’s Calculated:(# of links clicked /

# of people we activated) * 100

13

#AGEOFINFLUENCE

How Would Strategy Change for Different Types of Campaigns?

Pulse Campaigns:

EventsProduct Launch

Campaign Specific: Webinars

‘Always On’ Campaigns:

Social ABMCustomer Marketing

Content Marketing: Pulse of Content

The most successful campaigns we see have strong contentand appeal to an easily identifiable audience

14

#AGEOFINFLUENCE

How Does TrackMaven Measure Success?Share of Interactions Reporting:

Understand what percentage of interactions you own versus competitors and leaders in your industry.

15

#AGEOFINFLUENCE

How Does TrackMaven Measure Success?

Share of Interactions Reporting:Understand what percentage of earned media mentions you own versus competitors and leaders in your industry.

16

#AGEOFINFLUENCE

How Does TrackMaven Measure Success?

See which mentions drive spikes:See which news outlets, authors, and influencers drive top-of-funnel awareness for your brand.

17

#AGEOFINFLUENCE

How Does TrackMaven Measure Success?

Web Traffic, Conversions, and Revenue:Understand how social media, blog, email, and earned media contribute to business goals, including:

• Web traffic• Conversion activity• Newsletter signups• App downloads• E-commerce transactions• Google Analytics goal completions• Revenue• And more!

See how contributions from your marketing mix compare alongside social, blog, email, and more.

18

#AGEOFINFLUENCE

Optimizing Campaigns: Best Practices

#AGEOFINFLUENCE

19

#AGEOFINFLUENCE

Understand when less is more

Prioritize your distribution:

● Understand how social

activity impacts web traffic,

goal conversions, goal

completion rate, and revenue

● Identify when activities are

not leading to results and

further refine your strategy

20

#AGEOFINFLUENCE

Make the most of your budget

Know when competitors are paying for influence:

● Identify posts your peers and

competitors are boosting on

Facebook

● Analyze the mix of paid vs organic

content others are using

● Understand which content

resonates organically

21

#AGEOFINFLUENCE

Connect the top and bottom of the funnel

Content-level ROI analysis:

● Connect top-of-funnel

interactions to engagement

and conversions on your

website and landing pages

● Optimize for the results that

matter most for your

business

22

#AGEOFINFLUENCE

Case Study: Craftsman Tools

#MADEtoRACE:

● >1 million Total Reach

from influencers acquired

● 2.3 million in exposure on

#MADEtoRACE tracked

through TweetReach

● 27% in avg. reply rate

● 27% in acquisition rate

23

#AGEOFINFLUENCE

Q&A

#AGEOFINFLUENCE

24

#AGEOFINFLUENCE