Using Influencer Marketing to Drive Measurable Off-Site Content Engagement

WEBINAR:Using Influencer Marketingto Drive Measurable Off-Site Content Engagement

April 21, 2016

Presented By: Jeff RiddallDirector of Product Strategy, gShift@JRiddall

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

IS DIGITAL MARKETING GETTING EASIER…OR HARDER?

#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs

#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs

THE CUSTOMER JOURNEY

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THE NEW CUSTOMER JOURNEY

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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

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

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

So, how do you measure success?

MARKETERS LOSTIN DARK FUNNEL

#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs

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

Kerry Jones

OFF-SITE PATH TO ON-SITE

#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs

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

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

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

“Audience-centric” versus “Influencer-centric”

“Audience Size” versus “Engagement”

“Influencer scoring” - Authority, authenticity, engagement, credibility.

IDENTIFY AND ENGAGEINFLUENCERS

#SEJThinkTank @KristaLaRiviere @gShiftLabs

TRAVEL INFLUENCERS

#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs

Potential travel influencers and UGC

abound.Travellers love to tell

travel stories.

INFLUENCER MARKETING IN YOUR MARKETING MIX

#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs

Source: Adweek - PRNewser, March 2015

This is where influencers and their audience live!

THE DARK FUNNEL

#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs

● 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

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

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

• 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

THE FULL PROCESS

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WHAT IS THIS REALLY ALL ABOUT?

#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs

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

Q & A

#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs

Audience Development & Discoverability

gshift.it/elu-audienceguide

Mastering Smart URLs

gshift.it/elu-smarturls