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?
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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
Q & A
#InfluencerMarketing101 #DarkFunnel @Jriddall @gShiftLabs
Audience Development & Discoverability
gshift.it/elu-audienceguide
Mastering Smart URLs
gshift.it/elu-smarturls