The Future of

Influencer Marketing
Sometimes the best way to change the future is
to change your perception of what’s possible.
BY BRIAN SOLIS

Sponsored by TopRank Marketing & Traackr

INTRODUCTION

Influencer marketing is one of the most promising and To reach its true potential,
underappreciated disciplines in the digital marketing
influencer marketing needs
mix. The notion of engaging people with the capacity to
an upgrade in its definition,
influence desirable audiences is not only attractive, but
justification, methodologies, and
can also be incredibly effective when managed prop-
erly. It opens up an entirely new world for companies
metrics to focus more on doing
to connect with increasingly elusive and discerning new things that unlock new value.
audiences in ways that are more natural and relatable.
There’s a lot for marketers to both learn and unlearn in
As people are becoming more connected and mobile,
order to see influencer marketing’s potential in a differ-
companies have to explore creative approaches to earn
ent light. Influence isn’t a switch; it doesn’t go on and
attention and build relationships.
off. It requires continuous care through an influencer

The result? New relevance. relationship management (IRM) platform and dedi-
cated resources to connect customers with the people
For all of its potential, influencer marketing is equally who influence them every day. Otherwise, influence
rife with challenges. It has been overused by brands marketing succumbs to iteration rather than innovation
and agencies so that it often becomes another under- (doing the same but with new tools vs. doing new things
performing tool in the marketing portfolio. Add to that, to unlock value).
the saturation of software that tackles only part of the
problem by identifying “influencers,” and the service To help set our bearings, I partnered with influencer

providers that recruit and disband them with each cam- relationship management software provider Traackr

paign, and influencer marketing has become cheap- to survey brand strategists and marketers around the

ened. world. The goal was to learn how influencer market-

ing is evolving and how to connect the dots between
Influencer marketing also suffers the same limitations “influencer marketing” as it exists today to “influencer
that plague traditional marketing. New technologies relations” of the future. I call it “Influence 2.0,” and it’s
and channels are still governed by legacy perspectives meant to help us see the forest through the trees.
and processes that are resistant to change.
TABLE OF CONTENTS

4
INFLUENCE 2.0: SHIFTING FROM
“INFLUENCER MARKETING” TO
“INFLUENCER RELATIONS”

14
THE DIGITAL TRANSFORMATION
OF MARKETING AND
INFLUENCE

16
INFLUENCER MARKETING
IS A STRATEGIC PILLAR OF
HUMAN-CENTERED CHANGE

20
INFLUENCE IS AN ALLY TO
CUSTOMER AND EMPLOYEE
EXPERIENCE INITIATIVES

26
INFLUENCE IS AN IDEAL
PARTNER FOR CONTENT
STRATEGIES

28
THE EVOLVING FUTURE
OF INFLUENCE
 INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING

INFLUENCE 2.0: SHIFTING FROM

“INFLUENCER MARKETING” TO
“INFLUENCER RELATIONS”

24%

5%
“A Return on Relationship is the
value that is accrued by a person
or brand due to nurturing a
relationship over time. This will
demonstrate that the influencer 25%

is true to the brand, and this true

relationship connection will pass
46%
through to the consumer.” 1
TED RUBIN,
Chief Marketing Officer, Brand Innovators
IS INFLUENCER MARKETING STRATEGIC?

Highly strategic
I once defined influence as, “causing effect or changing Strategic
behavior.” Much of influencer marketing today accom-
Somewhat strategic
plishes neither. In our research, we find 43% of market-
Not strategic
ers are experimenting with influencer marketing, and
28% are involving influencers at the campaign level. The
latter reflects a focus on tactical influencer programs vs. Influence 2.0 isn’t about introducing a clever new moni-
long-term influencer relations that live beyond a single ker; it’s intended to push marketers forward. The goal is
campaign in order to impact multiple moments of truth. to take the best practices of influencer marketing and
It’s time for influence to mature. Some brands are lead- move them toward a more meaningful genre of influ-
ing the way, with 24% running an “always on” program, encer relations—a new discipline that transcends all rela-
but only 5% have integrated influencer marketing into all tionship-driven marketing, not just a simple “rebrand” of
activities. existing PR resources. The checklist many use today

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5%

must be re-imagined. Relationships, and the IRM plat-

24%
forms needed to effectively manage them, require new
43%
standards and methods for identifying, managing, and
measuring influencer engagement.

There are already promising signs that marketers are 28%

starting to think more strategically about the world
of influence. Our survey results uncover that 71% of MATURITY OF IM PROGRAMS
brand marketers rate influencer marketing as a strate-
gic or highly strategic marketing category. More than
7%
half (55%) of B2C companies we studied stated that
31%
they currently employ ongoing influencer programs.
Furthermore, 83% cited a top priority i to “identify and
build one-on-one relationships with industry key influ-
encers.” But, influence still has some work ahead to
48%
become a top priority among CMOs.
14%

“Focus on a long-term
MATURITY OF B2C IM PROGRAMS
approach rooted in a two-
way dialogue. It’s often the
4%
phases between campaigns 11%
and events that allow you to
have in-depth conversations,
get valuable feedback and really 49%

gain a deeper understanding

36%
around what matters to your
influencers. Investing this time
and valuable resources builds MATURITY OF B2B IM PROGRAMS
credibility. This credibility
and trust with an influencer is Integrated program
key to ongoing success.” 2 Ongoing program
Campaign-driven
AMANDA DUNCAN,
Senior Communications Officer, Microsoft Experimenting

i “Top priority” defined as those who marked this response as “important” or “very important.” 5
 INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING

LOW INVESTMENT REFLECTS LACK OF

STRATEGIC PRIORITIZATION

Influence marketing is still young, and many brands The good news is that the tide’s about to turn.
reside in the very early stages of understanding influ-
ence. Fifty-five percent of marketers
plan to spend more next year, and
Half of those surveyed report for those companies that already
small influencer marketing spend more than $250,000
budgets in comparison to the rest on influencer marketing, that
of the marketing mix, allocating percentage jumps to 67%.
less than $100,000 annually.
The percentage grows further to 77% when examining
Small budget investments indicate that influence is still companies that are currently investing in technology.
practiced at the tactical level and, thus, it’s difficult to
prove it as a strategic priority.
6%

10% 22%
50%

38%
12%

25%

20%
12%
13%

0%
17%

INFLUENCER MARKETING BUDGET SHARE OF BUDGET

< $100K $1-5M Content Agency

$100-250K $5-10M Staff Influencer cost

$250-500K $10-25M Events Consulting

$500K-1M $25-50M Technology

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FUTURE INFLUENCER BUDGET FOR THOSE WHO BUDGET FOR THOSE

MARKETING BUDGET SPEND MORE THAN $250K WHO USE TECHNOLOGY

3% 3%
9%
19%
5% 16%

3%
19%

55%
23%
67% 77%

Spend more Spend the same Spend less I don’t know

This shows that when influencer marketing reaches the campaigns, push out content, and then abandon them
strategic level of influencer relations, consistently man- when budget runs dry. This does not promote nor fos-
aged and nurtured through an IRM platform, it pro- ter long-term, meaningful relationships. Further, when
duces results tied to measurable business impacts. influencer marketing is operated as an extension of an
advertising/paid endorsement or PR program, it cannot
In turn, companies are willing to invest more. justify executive sponsorship.

But, to get that point of heavy investment—to grow

budget, add resources, and expand the role of influence “So where is the power of
within the organization—strategic marketers have to influence marketing occurring
move influence beyond the “chicken and egg” quan-
... if it is happening at all?
dary. Executives, of course, want results to understand
influence and see its impact, while marketers require The true power of influence
budget and resources to build a proof-of-concept and marketing is coming from: network
make the case for its importance. So, which comes connections of the individual; long-
first? term collaboration that results
Many marketers are tackling this conundrum by
in authentic understanding and
approaching influencer marketing first at the cam-
advocacy; quality, trusted content
paign level, in order to prove its value and justify larger that is seen and shared by a relevant
investments. Campaigns generally serve a purpose in audience; and face-to-face and
an always-on influencer program, representing key word of mouth advocacy.” ³
activation opportunities for brands. However, too
MARK SCHAEFER,
often these tactical programs recruit influencers into Executive Director,Schaefer Marketing Solutions LLC

7
 INFLUENCER PROGRAM LEADERS AND
IMPLEMENTERS ARE DISJOINTED

“If a brand is serious about scaling Influence program growth is stunted by a disconnect
between the departments that own influencer market-
its social influencer relations...
ing and those that execute its tactics and strategies. For
Long-term, trust based relationships example, only 16% of companies cite PR as the owner
with shared value creation take of influencer marketing, while 65% of companies report
time and effort to build and PR executing influencer relations that are owned by the
investment to sustain. While results marketing department.

will be measured digitally in reach,

Influence is bigger than any one group, though. This
impressions, online engagement,
is about people and relationships. The opportunity for
there is no shortcut for getting consumer engagement spans the entire journey, and
there. A dedicated team, much
like an analyst relations team or
a PR team, is one of the ways
to scale current efforts.” 4
Dr. Konstanze Alex-Brown, Leading Corporate
Social & University Influencer Relations, Dell

11%
16%
3%

0 28 56 84
0% 28% 56% 84%

70% WHO ENGAGES WITH INFLUENCERS?

Social Media Demand Generation

WHO OWNS INFLUENCER MARKETING?
Digital Marketing PR
Social Media Marketing Brand/Product AR
Digital Marketing PR Advocacy Customer Care

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influencers can play a role in each moment of truth. As Half of those surveyed state
such, influence needs more than an owner; it needs a that four or more departments
group of champions to earn executive attention beyond
engage with influencers now. And,
any one function.
more than two-thirds (80%) say
However, we are starting to see the stage being set for that three or more departments
influence to expand its footprint within the organization. work with influencers today.

Content Marketing

Social Media Marketing

Community Management

Media Relations

Advocacy

Reputation Management

SEO

CSR

Recruitment/Talent

0
0% 18
26% 35
52% 53
80%

WHERE HAS INFLUENCER MARKETING BEEN MOST IMPACTFUL

“Real business isn’t done in board meetings; it happens in the small,

personal interactions that allow us to prove to each other who we are and
what we believe in, honest moments that promote good feelings and build
trust and loyalty. Now, scaling those interactions is not only possible—
provided you use the right tools the right way—it’s necessary. In fact, those
companies and brands that refuse to try could jeopardize the potential
of their business, and in the long term, even their very existence.” 5
GARY VAYNERCHUK,
Chief Executive Officer, Vaynermedia

9
 FUTURE GOALS FOR INFLUENCER PROGRAMS
CENTER ON ADVOCACY AND AWARENESS

The role of influence is also starting to explore new These numbers symbolize a more ambitious, cross-
horizons. We learned that strategic marketers believe functional vision for influence spanning functions
that influence can do much more than promote mes- across the enterprise, including marketing, sales, sup-
sages. Over the next few years, marketers share that port, and loyalty/advocacy programs.
they would like to see influence play an instrumental
role in helping companies:

10 GOALS OF INLFLUENCER MARKETING

Improve brand advocacy 94%

Expand brand awareness 92%

Reach new targeted audiences 88%

Increase share of voice 86%

Improve sales conversion 74%

Manage reputation 68%

Drive lead generation 67%

Accelerate digital transformation 64%

Improve customer satisfaction 63%

Improve employee’s influence 53%

“What customers want is intimacy… they expect to be understood as

individuals,and to be treated like people. What marketers want is scale,
the ability to touch lots of people at the most efficient CPM possible. The
reason to get excited about social marketing is that it offers the promise
of “Scalable Intimacy,” really the first medium to do so. And authenticity
is the currency of this medium. You can’t “fake it,” by definition.” 6
MICHAEL TROIANO, Chief Marketing Officer, Actifio

10
EMPATHY AND CX UNLOCK
THE POTENTIAL OF INFLUENCER PROGRAMS

The future of influence is more significant than a leg- you will. Relationships are the driving force, as market-
acy-based marketing program that emulates celeb- ers request to borrow social capital from those with
rity endorsements or advocacy programs in new par- strong ties, in order to benefit their brand.
adigms. In all of my years studying this subject and
investing in its maturation, I believe that empathy and Influencer relations requires a reassessment of the

customer-centricity is instrumental in taking influence value chain. Connecting with the right people for the

to the next level. Empathy allows marketers to think benefit of creating value, not just for your brand but

less like corporations and more like human beings. You also for the relationships influencers maintain with their

become the person you’re trying to reach. This is a rela- communities, should serve as the basis for any pro-

tionship business, not a mechanism for broadcast mar- gram. You must do more than use the relationships of

keting. others to broadcast on your behalf, regardless of pay-

ment exchanged. This “Influence 2.0” represents a sig-
To evolve, you need to consider the person, not about nificant upgrade that improves the user (influencer and
the size of his or her community. You need to think customer) experience while also offering overall perfor-
about the people who define the community and why mance enhancements for your brand.
they belong, and not just eyeballs or an audience.
It all starts with you.
The digital influencers that everyone covets are human
beings who have built communities where others fol-
“There is no more B2B or B2C:
low their updates for a variety of personal or profes-
sional reasons. The ties that bind are the very prem-
It’s Human to Human, #H2H.
ises of relationships. These communities are rich with Social and marketing need to work
the exchange of mutual value and social capital. For together to personalize individual
marketers, influencer marketing is a new frontier and conversations, as well as deliver
not one that can simply plug into traditional method- shared global experiences that
ologies and practices. Influencer marketing requires a crowds of common values can
more human approach because, before you can market
benefit from. This is what our social
to someone, you have to first understand what he or
and digital mediums have gifted us,
she values. That takes care, nurturing, time, and—ulti-
and how humans interact and feel
mately—providing value in return.
more compelled to take action.” 7
Influencer marketing could benefit from being recast
BRYAN KRAMER,
as something more aspirational: influencer relations, if Chief Executive Officer, PureMatter

11
 INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING

CASE-IN-POINT:
INFLUENCE 2.0 IN ACTION
How Leading Players Reach New Highly-Targeted
Audiences with Influencer Relations

OVERVIEW: SOLUTION:
At the end of 2014, Orange, a global player in French Orange segmented its audience along the customer
telecommunications, launched Homelive, a solution awareness process and identified four influencer com-
that enables users to manage connected objects in munities to activate to:
the home by using a smartphone. With this new solu-
• Generate awareness
tion, Orange entered a completely new market for the
brand, the connected home. • Create product desirability

• Obtain experts’ recommendations and gain

CHALLENGE: credibility
Orange wanted to develop an influencer-driven com-
For each community, specific strategies with different
munication strategy to obtain experts’ recommenda-
activities and KPIs were designed and implemented.
tions, which is key to targeting a new audience and
generating a measurable impact in an entirely new cat-
egory.

CUSTOMER
AWARENESS AWARE INTERESTED CONVERTED

PROCESS

MARKETING & LIFESTYLE & CONNECTED HOME +

COMMUNICATION DESIGN HIGH TECH

#BougezRoger PR Event at B&B Product Loans and

Campaign Italia showroom Tests
SEGMENTING
INFLUENCER
VISIBILITY DESIRABILITY CREDIBILITY
COMMUNITIES

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RESULTS: KEY SUCCESS FACTORS:

Leveraging influencers to drive visibility, awareness • Establishing a dedicated team, which falls under
and credibility, Orange achieved a successful product Digital Communications, that coordinates with
other departments incl. Public Relations, Client
launch in a brand new market. The telecommunica-
Relations and Performance Web
tions company generated the following outcomes:
• Identifying the right influencer communities to
• 14k mentions on social networks, activate by aligning objectives with the customer
demonstrating strong influencer engagement awareness process

• 60% share of voice on conversations around • Enabling an always-on program that activates
the connected home two previously-engaged communities and aims
to engage new communities
• SEO boost with product website raised
among the top 10 page results on Google • Segmenting and designing programs for each
community with different goals, activations, and
• Significant increase in website traffic,
KPIs, which helps to impact multiple moments of
demonstrating amplified brand awareness
truth

To learn more about the Orange cross-functional influ-

encer relations program, read the in-depth success

TAILORING SPECIFIC PROGRAMS story.

FOR EACH COMMUNITY

MARKETING & LIFESTYLE & CONNECTED HOME +

COMMUNICATION DESIGN HIGH TECH

#BougezRoger PR Event, Info, Product Loans

INPUT
Personalized Toolkit Media Pack and Tests

Pictures, #Publications, Tone,

OUTPUT #Mentions
Product displays Quality content

Brand image, Credibility,

OUTCOME Visibility, Reputation
Brands attribution Website linkbacks, SEO

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 INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING

THE DIGITAL TRANSFORMATION

OF MARKETING AND
INFLUENCE
digital transformation—otherwise, it’s just about tech-
“A social business needs nology. In my research over the years, I learned that
technology in order to facilitate
change and collaboration. Change CMOs are primarily driving
management is the foundation digital transformation inside
of a fully collaborative social the organization (34%).9 This is
business. It addresses the need important because initially, it
to drive organizational change was largely assumed that CIOs
in an effort to shift employee owned digital transformation
behavior, communicate more (today, only 19%).10
effectively across job functions
and geographies and tear 5%
down organizational silos.” 8
15%
34%
MICHAEL BRITO,
Head of US Digital, Lewis

Digital transformation is among the most important

trends affecting businesses around the world. And, it
19%
is increasingly becoming a C-level imperative. Every
aspect of how companies operate, compete, and inno-
vate forms the foundation of the future of business.
No function, department, process or mission will go 27%
untouched.
WHICH EXECUTIVE IS LEADING THE
Among the many factors driving digital transformation, DIGITAL TRANSFORMATION INITIATIVE?
successful companies are prioritizing investments in
customer and employee experience. Focusing on people CMO CIO/CTO CXO
and their relationship with technology gives purpose to CEO CDO

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But, a focus on technology for the sake of technology It’s what you do to understand the evolution of behav-
might lead companies astray from the very relationships iors that shapes the course of your marketing innova-
that will define the future of their business and markets. tion and its capacity to impact human perceptions and
actions. Without doing so, you limit marketing transfor-
Since CMOs are increasingly leading digital transforma- mation to the capacity and possibilities of the past.
tion, this opens the door to new initiatives that can radi-
cally re-imagine how companies reach customers. Your customers and employees are counting on you to
evolve. And, the more human marketing becomes, the
Marketing needs an upgrade for the future. We can more digital transformation can also become human …
now engage consumers in their preferred channels not technology-centered.
and methods, not just try to grab their attention with a
well-placed media buy. Almost every touchpoint before,
during, and after transactions, can now become part “What is it that I have to offer
of marketing. As a result, the role of marketing faces for people to choose us? It's
incredible opportunity and transformation as technol- not the thing that gives us the
ogy’s impact on society and connection grows. Now, biggest profit margin or what's
your customers and employees are becoming more
easiest for us. But what will
informed, empowered, demanding, discerning, and elu-
lead people to make choices
sive. The tactics and metrics of the past no longer align
in their best interests, not just
(if they ever really did) with how people are influenced
and make decisions.
ours. If we're moving them
towards good choices, then
According to Edelman, every year,11 people repeat- they're going to register that
edly say that they don’t trust companies or executives. offering along the dimension
They don’t succumb to campaigns the way they used
that will benefit them.” 12
to, or the way we think they used to. They don’t search
or browse the web like they did before. Their attention DR ROBERT CIALDINI,
President, Influence At Work
spans are becoming increasingly focused on what they
want to discover. More so, their values and what they
deem important is evolving.

15
 INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING

INFLUENCER MARKETING IS A
STRATEGIC PILLAR OF
HUMAN-CENTERED CHANGE
One of the challenges affecting the future of influence is But, marketing as it exists today, is incredibly distrib-
that it is compartmentalized as part of other initiatives. uted. From search to social to mobile to web to email,
This prevents influence from earning executive attention to everything in between, marketing responsibilities are
and support as a standalone program of value, benefit- strewn across different facets of the organizations. It is
ting a larger digital transformation effort. It’s uncommon no longer a unified function. The same fragmentation is
for executives to live the business the way their custom- occurring for the organization as a whole. If we exam-
ers and employees do, so escalating influence requires ine all of the important touchpoints guiding customers
marketers to expose how, where, and why digital cus- and employees, there is little unification or collaboration
tomers and employees seek information. across them. Customers don’t want to see the “cogs,”
they want to believe that businesses operate seamlessly
Where do they derive value? and effortlessly to serve their needs.
Who do they trust?
And, how does engaging with your company affect each Influencer relations tops the
step of their decision-making journey? list of marketing disciplines
catalyzing the humanization
It’s reported that 70% of attempts
of digital transformation.
at change in organizations
fail. Among the reasons, And, it’s one of the most effective and compelling disci-
the lack of endorsement plines in the marketing portfolio. To become more prom-
by leadership prevents inent within the marketing mix, influencer programs

change from gaining traction require someone to make the case, uniting stakeholders
to lead a cross-functional initiative. By connecting the
throughout the enterprise.13

When it comes to the digital transformation of market-

ing, gaining support at the executive level requires a
champion and, ultimately, an organized approach that
speaks the language of the C-suite (e.g. ROI, market
share, revenue, brand score, etc.).

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dots between influencers and consumers throughout

the customer life cycle, marketers begin to truly under-
stand what drives their relationships. Influence needs its
change agents to lead this charge.

“It’s about relationships that add

value to our customers, create
new and exciting opportunities,
and relationships that are
symbiotic. We’re not interested
in taking a well-known face and
giving them a cheque, as we are
always centered on authenticity
and being true to our brand.” 14
SIMON SPROULE,
Chief Marketing Officer, Aston Martin

17
 INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING

CASE-IN-POINT:
INFLUENCE 2.0 IN ACTION
How Leading Players Drive Digital
Transformation with Influencer Marketing

OVERVIEW:
SAP, the global leader in business applications, effec- to 100,000 viewers online, and conducted interviews
tively engages influencers to fuel its digital transfor- to live-stream throughout the event. Not only did this
mation efforts to reach new customers. SAP identifies tactic help to extend SAPPHIRE’s online reach, but it
third-party influencers, e.g. independent business con- also generated evergreen video content to use in global
sultants, academics, and authors who have the ability marketing campaigns. By having influencers involved in
to influence its target audience, and engages them with creating the interview-based video content, SAP gave
content and programming opportunities. its audience another perspective of SAPPHIRE through
the eyes of the influencers themselves. The content
CHALLENGE: was then shared through different relevant Facebook
SAP’s Audience Marketing team aimed to create con- pages (one per line of business) and the broader
tent that would target both customers and prospects Facebook community.
with compelling, insight-driven thought leadership. By
partnering with influencers that already command the RESULTS:
attention of the right line of business, SAP could rely SAPPHIRE’s influencer-driven video content helped Jim
on these specific voices to tell its story in a credible and Dever, VP of Audience Marketing at SAP, to prove the
trusted way. internal value of the program by showing success along
the way. The 11 influencers who participated in creating
SOLUTION: the live-video content generated 17% of the total online
To leverage the power of influencers for its digital mar- chatter around the event. Most importantly, SAP lever-
keting activities, SAP’s team invited 11 influencers to aged the video content created in order to support its
attend SAPPHIRE, an annual user conference that ongoing global marketing campaigns.
attracts 20,000 in-person attendees and reaches up

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KEY SUCCESS FACTORS: To learn more about SAP’s key success factors in driv-
ing digital transformation, read the full story about
• Engaging SAP’s senior executives to
experience the insights of Influence 2.0 first how SAP’s Audience Marketing department effectively
hand and demonstrating the effectiveness of scales its influencer strategy.
their program in order to gain buy-in from the
leadership team.

• Acting as change agents and developing

“When you treat your influencers
mutually-beneficial influencer relationships, like clients, as SAP does, it leaves
which serve as influencer advocates both people with a positive feeling and
internally and externally to educate the team
about best practices.
they are going to want to engage
with you time and time again.
• Focusing on initiatives that offer a balance
between being contained while also having When the relationship is mutually
some level of visibility, and leveraging events beneficial, both parties are going
as mini influencer relations case studies.
to get the best results out of the
• Driving change with interdepartmental engagement with the brand.” 15
collaboration by working with multiple teams
managing audiences in IT, HR, Internet of AMISHA GANDHI,
Things, Finance, and Supply Chain. Senior Director of Influencer Marketing

19
 INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING

INFLUENCE IS AN ALLY TO
CUSTOMER AND EMPLOYEE
EXPERIENCE INITIATIVES
Over the years, I’ve studied digital transformation at
the enterprise level, exploring how and why companies
60%
change. Consistently, those companies that were fur-
ther along in their efforts cited customer experience
45%
(CX) as a primary catalyst to accelerate and organize
change. Like marketing and influence, CX work is dis-
tributed throughout the organization and is driven by 30%

the quest to understand connected customer behaviors

and preferences. You can’t be customer-centric if you
15%
don’t understand people, and to understand people, you
have to live a “day in their life.” What you’ll quickly real-
0%
ize is that people don’t see departments, and they don’t
care about processes or policies (all the “cogs” we talked
about earlier). They see one brand. WHAT ROLE DO YOU SEE INFLUENCER
MARKETING PLAYING IN YOUR ORGANIZATION
Strategic marketers are starting to see the bigger pic-
IN THE NEXT THREE YEARS?
ture.

Influencer marketing will become a primary area

Fifty-seven percent of of digital marketing investment
respondents believe influencer Influencer marketing will be integrated in all
marketing will be integrated in marketing activities

all marketing activities in three Influencer marketing will be a cross-functional

years. More telling, almost half, discipline that will expand beyond marketing

47%, believe it will be a cross- Influencer marketing will become a catalyst for
digital transformation
functional discipline that will
expand beyond marketing. None of the above

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In mid-2016, Traackr mapped out how influence THE CROSS-FUNCTIONAL

(or what I call Influence 2.0) might look if it were
INFLUENCE MODEL
practiced in a centralized way across the organi-
Influencer programs
zation.16 It introduced a visual model that displays throughout the organization
how influence strategies should be deployed
beyond social or outreach initiatives, sug-
gesting other disciplines from

Influencers

PR to HR to marketing to Influencer Type

CX to performance. It showcases Org Department
how influence is, in its very nature, cross-functional. Success Measures

21
 INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING

Influence can become an instrumental part in trying to It is in this work that companies begin to close the gap
understand, improve, and reshape customer journeys. between what they assume customers want or do, and
Earlier this year, I published “The 2016 State of Digital what they actually want and do. This serves as the prec-
Transformation” with my colleague Jaimy Szymanski. ipice for CX work and also raises the bar for digital influ-
ence.
In it, we found that the
top driver for CX-driven
digital transformation was “If you’re in business, you’re
understanding, “evolving in the business of influence.
customer behaviors and Change always starts on one
preferences” (55%).17 At the same budget line so you need some
time, we learned that the top champion in the organization
challenge was “understanding to say we’re going to try
behavior or impact of the this and see what happens.
new customer” (71%). Sensitizing the organization
to influence flows is part of
creating this competitive
55%
advantage through agility.” 18
PHILIP SHELDRAKE,
41%
Managing Partner, Euler Partners

28%

14%

0%

TOP DRIVERS FOR CX-DRIVEN

DIGITAL TRANSFORMATION

Evolving customer behaviors and preferences

Growth opportunities in new markets
Increased competitive pressure
New standards in regulatory and compliance

22
JOURNEY MAPPING SHEDS LIGHT ON
CUSTOMER DECISION-MAKING PROCESS

One of the primary efforts that helps advance CX

work is customer journey mapping. This process helps
1. Efficient, optimized touchpoints,
native to the device (mobile, desktop)

2.
change agents document the paths customers take Context in each moment of truth
to make decisions. Journey mapping also helps stake- (state of the journey, values, intent)

3.
holders analyze touchpoints and identify what’s miss-
Trusted peers or influencers
ing from efforts overall.
Shared experiences
In any customer journey, there are several common 4. (reviews, impressions)
elements that guide, inform and shape perceptions

5.
Content (overviews, how-to, edutain-
along the way:
ment/entertainment and storytelling)

DISCOVER

RESEARCH

SIGNUP
USE
EXPERIENCE

INTEREST

WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5

Another key benefit of journey mapping is its ability to ize digital transformation and prioritizes the initiatives
help visualize customer behavior to other key stake- that are going to have the greatest impact. Influence is
holders throughout the organization. It’s important always a key factor in informing the next steps of cus-
because it gives executives insights to the very things tomers in all journeys, both B2B and B2C.
they couldn’t see before and, thus, helps both human-

23
 JOURNEY MAPPING
REPRESENTS AN
OPPORTUNITY TO EARN
COMPETITIVE ADVANTAGE
In our “State of Digital Transformation” research, we
discovered that only half (54%) of survey respondents
had completely mapped out the customer journey
within the last year or were in the process of doing so.

And, a mere 20% were studying

the mobile customer journey
and/or designing for real-time
“micro moments” in addition
to customer journey work.
USE
LEARN

SHARE
BUY
INTEREST
EXPERIENCE

WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 WEEK 9

Those companies that are doing so gain a strategic,

customer-centric perspective that impacts the organi-
zation far beyond marketing alone.

24
THE NEW, NON-LINEAR MODEL FOR
CUSTOMER EXPERIENCE

People don’t move linearly through decisions anymore. of the customer. If you plot these infinity loops across
Below you can see how Eloqua has visualized the cus- your customer touchpoints during the decision lifecy-
tomer journey as an infinity loop, rather than a tradi- cle, you will set the stage for a new model of customer
tional funnel. The infinity loop voices moments of truth experience management.
and opportunities for engagement through the voice

THE CUSTOMER EXPERIENCE LIFECYCLE

PURCHASE Reward Me Represent Me RECOMMEND

Give Me More Value Understand My Needs

SELECT MAINTAIN

Make it Easy Earn My Trust

Be Relevant Know my History

RESEARCH USE

Engage Me Be Consistent
Be Transparent
NEED RECEIVE

At the same time, customer journeys are also becoming Micro-moments and digital touchpoints in general, are
increasingly fragmented as mobile is the go-to device defined by three pillars of new behavior that help mar-
in all moments of truth. Google calls these mobile-first keters learn how to reach the right people, in the right
behaviors “micro-moments.” At these points in time, place, at the right time, and in the right way:
customers turn to their smartphones or tablets for
information, bypassing traditional marketing touch- 1. INTENT
(what a consumer is trying to do),

points.
2. CONTEXT
(location, time, etc.), and

3. IMMEDIACY
(time/efficiency).

25
 INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING

INFLUENCE IS AN IDEAL
PARTNER FOR CONTENT
STRATEGIES

“Make Your Customer The Every day, your customers take to the web and social
media to help make decisions or form opinions. And,
Hero of Your Story.
they often do so via a mobile device, which changes

Paradoxically, your “story” is the nature of how someone searches. In these micro-
moments, customers are the most open to influence
not about you—it’s about what
and engagement. Google found that 90% of mobile-first
you do for others. That’s a subtle
consumers are brand agnostic in a micro-moment and
shift, but an important one,
that 73% will make a decision about a brand based on
because it installs your customer which is the most useful or helpful in each instance.
at the very heart of your
marketing. It’s customer-centric This is where influence can play a tremendous role. At

versus corporate-centric.” 19 the same time, we found in our digital transformation

research that only 22% of companies are investing in
ANN HANDLEY,
a content strategy that addresses customer needs
Chief Content Officer, MarketingProfs
throughout their journey. Yet, the most mature com-
panies are finding ways to integrate influence manage-
The one thing all influencers share is that their prac- ment, content strategy and customer experience.
tices are built upon engaging content and community
engagement. This helps them establish authority and By aligning strategic content with influencer engage-

earn trust within and beyond their communities. They all ment, you can engage customers when they’re most

rely on engaging content, community engagement, and open to impressions in each moment of truth. This

trusted sources to make decisions. becomes a powerful differentiator and competitive

strategy for Influence 2.0. In addition to campaign-
If you were to complement the customer journey map- focused programs, identifying influencers and arming
ping process with an influencer relationship manage- them with useful, productive, and engaging content is
ment (IRM) platform, you would identify not only all of critical. Content should help them help your potential
the key influencers for your business, but also uncover customers in a variety of scenarios based on behaviors
how each influence the customer journey uniquely. and goals.

26
 ALTIMETER

CONTEXT EXPERIENCE

Re-imagining the customer journey based on customer-centered content,

created and distributed by influencers and advocates. @ Brian Solis

CONTENT COMMERCE “HOW TO” VIDEOS

Q & A VIDEOS GRAPHICS
INFOGRAPHICS USER GENERATED CONTENT

SALES SUPPORT
EN N
RE EE
SC CR
E
M TI S TH
SA UL PA
K
M IC
CL PAID
EARNED
CONTEXTUAL INTENT
MARKETING

LISTENING NEW USE CASES

CRM
SCENARIOS
LEARNING ENGAGEMENT
DESIRED OUTCOME
OWNED
SHARED

PERSONAS ENGAGEMENT LOYALTY REWARDING

COMMON QUESTIONS USER GENERATED REVIEWS

Following, you’ll find a few examples of how to develop SALES/CONVERSIONS:

Influence 2.0 strategies (beyond campaigns) that re- Influencers direct customers to the correct paths and
shape your new customer journey. Note: your content channels to complete their purchase or further evaluate
should match your customer’s preferred format, be options (measured in downloads, trials, demonstrations,
shared in the networks your customers prefer, and be inquiries, purchases, etc.)
consumable on their favorite devices.

“If you only have one metric, then

AWARENESS/DISCOVERY:
measure what matters – revenue.
Influencers create content to introduce new products
and feature capabilities to followers.
Definitely track what you’ve been
able to influence with each activity.
RESEARCH/INFORMATION GATHERING:
Influencers answer common questions or demonstrate
Are your marketing activities
common applications. improving sale outcomes? Are
they improving deal velocity? How
SERVICE/SUPPORT: about win rates, average contract
Influencers engage customers with information that values or client retention?” 20
solves problems or introduces new capabilities.
JON MILLER,
Chief Executive Officer & Co-Founder, Engagio

27
 INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING

THE EVOLVING FUTURE

OF INFLUENCE

The concept of Influence 2.0 is to help strategists envi- and impact sales, satisfaction, and retention. More so,
sion a future of influencer marketing that aligns with by consistently connecting relevant influencers, useful
the objectives of business, influencers, and customers. and interesting content in the right places at the right
This is why the concept of Influence 2.0 is centered on time, brands earn reciprocity, establish trust and build
relationships and relationship management. It’s time loyalty.
for brands and agencies to think beyond traditional
endorsements and campaign-driven thinking. While paid Through this renewed approach,
endorsements and one-off initiatives may offer short- influence helps marketers
term benefit, Influence 2.0 offers the capacity to become demonstrate to the C-suite
part of the customer journey. that ROI is not only part of the
equation, it is the direct result of
By understanding customers, designing programs that
matter to them, and then using platforms to partner
clearly defining and linking the
with trusted influencers, brands can steer buyer impres- “R” or “return” to influencer and
sions, decisions, and behaviors in more useful, pro- overall business objectives.
ductive, and mutually beneficial ways. While this may
More so, ROI is tied to critical moments of truth along
have been part of the original intention with influencer
the customer journey.
marketing 1.0, the truth is, most campaigns have been
aimed at driving impressions, views, and share of voice.
Influence is a powerful agent of transformation, not only
Influence 2.0 operates at a higher, cross-functional
for marketing, but customer experience by and large. As
level, one that aligns influencers, peers, intent, and expe-
such, influence, just like CX, cannot be considered a cost-
riences throughout the customer journey. And that’s
center. In reality, it represents a strategic investment in a
what makes the influence 2.0 model so important. It’s
more meaningful and productive customer journey. ROI
more than driving awareness or promoting advocacy;
now becomes something tangible and measurable by
influence now spans multiple disciplines within the brand
function and by touchpoint because you can now link
to unite once disparate groups in ways that complement
influence and content marketing directly to both busi-
ness goals and customer objectives.

28
 ALTIMETER

Remember, customer journeys are “always on,” while expectations and aspirations, instead of making them
campaigns come and go. Campaigns are not the totality conform to your legacy perspectives, assumptions, pro-
of influence; rather, they are part of an overall relation- cesses, and metrics of success.
ship. Influence never stops, and people are always look-
ing for others they trust to make informed decisions. To
fast track digital transformation, strategists must learn
“I am a major advocate for
more about how customers make decisions, who and making all of our jobs easier as
what influences them, and why. Influencer relations, marketers and it’s time we put
spanning from relationship building and nurturing, to the the technology to work for us.
software platforms that enable accurate identification Having a tool such as Traackr
and influencer management, serves as the foundation in your arsenal can help tie
for Influence 2.0.
influencer marketing back to
Make influencer relations a priority now. If you con- overall business goals and prove
tinue to approach influencer marketing as usual, you are the marketing value to your CMO;
readying to be left behind, losing control of your brand that’s a very good thing.” 21
and the ability to compete in a world where customers
JASON MILLER,
are in control. Global Content Marketing Leader, LinkedIn

Leaders must strategically align influencers with every

customer touchpoint. They must also invest in an IRM
platform to more effectively run and optimize long-term
engagements. Without doing so, customers are left to
their own devices as they continue to hack customer
journeys to work for them. They no longer wish to follow
legacy process or outdated touchpoints. Innovation in
CX and influence culminates in conforming to customer

29
 INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING

SETTING THE
FOUNDATION FOR
INFLUENCE 2.0
As you shift from traditional influencer marketing to a That’s where your work, and influence in general, will
next-generation Influence 2.0 strategy, ask yourself: have its greatest impact. You’ll have to make the case
how can I start with a more effective approach to what to CX stakeholders. They don’t get influence, and they
I’m doing now? don’t want to hear about influencer marketing 1.0 cam-
paigns. They need education so they can appreciate

1. START WITH OUTCOMES.

how influencers aid in the customer journey. You can
help them learn what collaboration looks like, how it
Of course you must consider business goals and objec- works, and how cross-functional influence will greatly
tives, but you must also align desired business out- enhance the real-world experience customers want.
comes with influencer and customer objectives in each

3.
moment of truth—from awareness, to consideration, MAP (FOCUS) THE CUSTOMER
to decision, to overall experience. This means that JOURNEY SPECIFIC FOR
those working on influence and every facet of customer INFLUENCE RELATIONS.
engagement must consider outcomes across the board
You have to meet customer expectations based on their
and then reverse engineer programs to deliver against
behaviors and needs, not just based upon a touchpoint
them. Otherwise, no influence program will operate in
you’re pushing on them. Start by identifying the touch-
manners that are mutually-beneficial and productive.
points that are important to them. Understand where

2.
and how to be useful in everyday moments. Without
ALIGN YOUR WORK WITH
understanding the customer journey, where they go
INTERNAL CX EFFORTS.
and why, the questions they ask, the results they find,
Customer journey mapping and persona development what’s effective and ineffective about existing touch-
is either underway somewhere within the organization, points, which touchpoints are missing, and who influ-
or perhaps you can spark cross-functional alignment to ences them, your work will miss the mark for meaning-
get it done. Anyone working on customer engagement ful engagement. This work modernizes the customer
should know how influence plays a role in decision mak- journey to include touchpoints and opportunities for
ing and also establishing trust and loyalty. Chances are, influencer relations to create a vibrant community for
those who are working in customer experience strate- peer-to-peer engagement.
gies, aren’t thinking about influence, but they should.

30
 ALTIMETER

4. UNCOVER THE TOP CUSTOMER

SEARCHES AND THE QUESTIONS 6. READ AND FOLLOW THE WORK
OF INFLUENCERS.
THEY ASK.
In my experience, few people actually read the work
Rather than pushing marketing messages and trendy of influencers before reaching out to them. They just
content at people, gather insights from their behav- assume influencers waiting idly for marketers to reach
iors to deliver value when you connect influencers with out with a brand partnership opportunity. Remember,
them. Look beyond keyword searches, look at the this is about relationships. Make the personal invest-
questions that they ask. Many customers ask ques- ment in understanding why they have earned their
tions that begin with “what,” “when” and “how.” In fact, communities and what mutually beneficial relation-
one of the most popular questions your customers ask, ships would look like.
starts with “how to.”

7. TALK TO CUSTOMERS.

5. DISCOVER WHERE THEY’RE GOING

TO ASK THOSE QUESTIONS, WHO Use surveys of course, but you can also benefit by hav-
ing real conversations with consumers to see how and
IS ANSWERING THEM, AND WHAT
THEY DO NEXT. why influencers influence every day, in real-world sce-
narios.
When people ask questions, they find answers.
Based on behavior, uncover where they go and why. Interview people to learn what they were seeking in
Furthermore, discover who they listen to and trust. An each moments or even to learn what moments you’re
IRM platform will help you identify the right influencers missing, who influences them and why, and how sat-
who are leading the conversations that matter to your isfied they were with the results they received. More
business. By understanding the questions people are importantly, ask them what happens in and after each
asking and who’s answering them, you can learn how moment. What’s the journey according to them?
to partner with the right people and create meaning-
ful content that can serve in a variety of programs and
touchpoints.

31
 INFLUENCE 2.0: THE FUTURE OF INFLUENCER MARKETING

8. UTILIZE AN IRM TOOL TO SCALE

INFLUENCER PROGRAMS. 10. MEASURE FOR ENGAGEMENT,
IMPACT, AND GROWTH.

As you’re transitioning your influencer program to Look beyond traditional marketing metrics. Identify
center more on CX and an “always on” mindset vs. tra- with the value that matters to customers and the out-
ditional campaign approaches and/or “pay for play” comes that matter to your business and the influenc-
tactics, it’s time to consider technologies that can ers you partner with; everything else is a distraction.
help deliver scale. The role of technology and software Assign KPIs and outcomes to influencer programs that
becomes especially important in efficiently executing align with specific instances in the customer journey,
global programs and managing their ongoing success. i.e. awareness, sales, support, and loyalty. These KPIs
We learned that 53% of respondents with multi-geogra- should also complement existing metrics that matter to
phy execution and interdepartmental collaboration are each moment, such as reach, acquisition, conversion,
using an IRM tool. retention, etc. Also add an additional layer that consid-
ers metrics that tie to overall consumer intentions and

9.
USE YOUR IRM PLATFORM TO aspirations. For example, implement customer effort/

ALIGN INFLUENCERS ALONG efficiency scores, CSAT and/or NPS. And last but not

THE CUSTOMER JOURNEYS least, include metrics that measure influencer engage-
ment, performance and fulfillment. Ultimately, influ-
and empower them with strategic content and engage-
encer program KPIs must align with over-arching busi-
ment programs. Once you use an IRM platform to iden-
ness and departmental goals as well.
tify key influencers, work with cross-functional teams
to design ideal content and engagement strategies
that connect customers with trusted sources paired
with authentic content and information (based on all
of the above). Then create content and engagement
programs that help your company be useful in key
moments and micro-moments throughout the cus-
tomer journey.

32
METHODOLOGY

This research study was commissioned by Traackr in RESPONDENTS

partnership with TopRank Marketing to understand the 102 brand strategists and marketers from leading
current and future state of influencer marketing in lead- companies around the world inc. Microsoft, American
ing enterprises. Express, 3M, Amazon Web Services, Diageo, Adobe and
many more.
The research was conducted by Traackr and TopRank
Marketing with the guidance of Brian Solis from ENTERPRISE SIZE:
Altimeter using an anonymous online questionnaire 70% of respondents come from companies sized 1000+
between August 24 and September 28, 2016. In total, 48% of respondents come from companies sized 10000+
102 brand strategists and marketers from leading 36% come from either Fortune 1000 or Global 500 com-
companies from around the world responded. These panies
included Microsoft, American Express, 3M, Amazon Web
Services, Diageo, Adobe and many more.
RESPONDENT LEVEL:

This custom report is sponsored by Traackr and 28% are CMOs or higher

TopRank Marketing. While the research in this report 50% are VPs or higher

has been informed by the qualitative research study, 81% are Directors or higher

all analysis and insights are independent and represent

Altimeter’s body of research.

33
 SOURCES

1. “An Influencer Marketing Intervention: 12 Steps to Salvaging Your 12. "Influence and Persuasion: New Insights From Robert Cialdini."
Customer Relationships.” Traackr, Apr. 2016. Web. 04 Jan. 2017. Interview. Audio blog post. Social Media Examiner. Social Media
<http://www.traackr.com/influencer-marketing-intervention>. Marketing podcast, 7 Oct. 2016. Web. 04 Jan. 2017.
<http://www.socialmediaexaminer.com/influence-and-persuasion-
2. Duncan, Amanda. "Influencers and brands on loyalty and new-insights-from-robert-cialdini/>.
maintaining ties between campaigns." Interview. Influencer Marketing
IRL: How to Unlock Online & Real-life Influence. Traackr, Oct. 2016. 13. Strauss, Steve. "Top 7 Reasons Why Organizational Change Fails."
Web. 04 Jan. 2017 Web log post. TINY Pulse. N.p., 2 June 2015. Web. 04 Jan. 2017.
<https://www.tinypulse.com/blog/top-7-reasons-why-
3. Schaefer, Mark. "An Expanded View of Influence Marketing organizational-change-fails>.
Measurement." Web log post. Hive9 - Blog. Hive9, 16 May 2016. Web.
04 Jan. 2017. 14. Sproule, Simon. "Driving engagement and experience at Aston
Martin with Simon Sproule, CMO ." Interview. Myndset.com . Traackr,
4. How Dell Manages Influencer Programs: An Interview with Apr. 2016. Web. 04 Jan. 2017.
Konstanze Alex-Brown." Interview by Drew Neisser. Social Media
Explorer. N.p., 02 Aug. 2016. Web. 04 Jan. 2017. 15. "How SAP Approaches Influencer Marketing to Reach its
Audience." Interview. Audio blog post. YouTube. Social Business
5. Vaynerchuk, Gary. The Thank You Economy. New York: Collins Engine, 15 June 2016. Web. 04 Jan. 2017.
Business, 2011. Print.
16. Reynaud, Delphine. "5 Real Challenges that Enterprises Face with
6. Troiano, Michael. "The Engagers." Interview. Traackr. N.p., 2013. Influencer Marketing." Blog post. Matters of Influence - Traackr Blog.
Web. 04 Jan. 2017. Traackr, 18 Oct. 2016. Web. 04 Jan. 2017.

7. Kramer, Bryan. "There is no more B2B or B2C: It's Human to Human, 17. Solis, Brian, and Jaimy Szymanski. The 2016 State of Digital
#H2H." Bryan Kramer. N.p., 27 Jan. 2014. Web. 04 Jan. 2017. Transformation. Rep. Altimeter Group, 2016. Web. 04 Jan. 2017.
<http://www.bryankramer.com/there-is-no-more-b2b-or-b2c-its- <http://www.altimetergroup.com/pdf/reports/The-2016-State-of-
human-to-human-h2h>. Digital-Transformation-Altimeter.pdf>.

8. Brito, Michael. "The 3 Building Blocks of Social Business Evolution." 18. Sheldrake, Philip. "An interview with new advisory board member
Web log post. Convince and Convert. N.p., n.d. Web. 04 Jan. 2017. Philip Sheldrake – Influencer Marketing for the Modern Organization."
<http://www.convinceandconvert.com/social-media-strategy/3- Interview. Matters of Influence - Traackr Blog. Traackr, 17 Oct. 2014.
building-blocks-of-social-business-evolution/>. Web. 04 Jan. 2017.

9. Solis, Brian, and Jaimy Szymanski. The 2016 State of Digital 19. Handley, Ann. "Breaking Out of Boring: Tell Unexpected Stories."
Transformation. Rep. Altimeter Group, 2016. Web. 04 Jan. 2017. Ann Handley. N.p., 23 June 2014. Web. 04 Jan. 2017.
<http://www.altimetergroup.com/pdf/reports/The-2016-State-of- <http://www.annhandley.com/2014/06/23/breaking-out-of-boring-
Digital-Transformation-Altimeter.pdf>. unexpected-stories/>.

10. Ibid 20. "Ask the Expert: Jon Miller Discusses the Critical Metrics in Full
Funnel Marketing." Interview by Megan Golden . LinkedIn. N.p., 13 Jan.
11. 2016 Edelman Trust Barometer: Annual Global Study. Rep. 2016. Web. 04 Jan. 2017.
Edelman, 2016. Web. 04 Jan. 2017.
<http://www.edelman.com/insights/intellectual-property/2016- 21. Miller, Jason. "The Engagers." Interview. Traackr. N.p., 2013. Web.
edelman-trust-barometer/>. 04 Jan. 2017.

34
ABOUT
BRIAN SOLIS

Brian Solis is a digital analyst, anthropologist, Altimeter, a Prophet company, is a research and strat-

and also a futurist. Solis studies the effects of egy consulting firm that helps companies understand

disruptive technology on business and soci- and take advantage of digital disruption. In 2015, Prophet

ety. More so, he humanizes these impacts to acquired Altimeter Group to bring forward-thinking digi-

help people see people differently and under- tal research and strategy consulting together under one

stand what to do about it. He is an award-win- umbrella, and to help clients unlock the power of digi-

ning author and avid keynote speaker who is tal transformation. Altimeter, founded in 2008 by best-

globally recognized as one of the most promi- selling author Charlene Li, focuses on research in digital

nent thought leaders in digital transformation, transformation, social business and governance, cus-

experience design and innovation. tomer experience, big data, and content strategy.

Traackr and TopRank Marketing partnered

with Brian on the “future of influence” because
of his pioneering work in digital influence. With
TopRank Marketing is a respected digital marketing
roots in the 1990s, he helped shape how digi-
agency serving enterprise organizations with integrated
tal influencers “become influential,” developed
content and influencer marketing solutions. As pub-
best practices in influencer relations and mea-
lisher of an award winning marketing blog and speak-
surement, formed a practice in 1999 dedicated
ing internationally, TopRank Marketing advocates and
to influencer engagement and also rose to
implements holistic content marketing programs that
become an influencer in his own right. Brian
strengthen influencer relationships, improve customer
also authored a groundbreaking research
engagement and increase brand revenue.
report on “The Rise of Digital Influence” in
2012, which is still regarded as one of the most
TRAACKR
comprehensive studies and forward-thinking
pieces on the subject.
Traackr builds IRM technology that enables brands to
Brian has also authored several best-selling effectively manage, measure and scale influencer strat-
books including What’s the Future of Business egies, while maintaining authenticity. This gives CMOs
(WTF), The End of Business as Usual and and their teams the ability to align influencers along
Engage! His latest book “X,” explores the inter- the customer journey, impacting buying decisions at
section of where business meets design to each moment-of-truth with trustworthy touch points.
create engaging and meaningful experiences. Traackr’s SaaS platform powers leading influencer
programs for B2B and B2C global enterprises such as
L'Oréal, The Coca Cola Company, Samsung, Microsoft,
Intel, SAP, Orange, USAA, Merck, Roche and Capital One.

35
 Upgrade Your Marketing
to Influence + Content 2.0
Learn how an influencer content program can engage brand influencers,
improve your marketing and take your business to the next level.

CONNECT WITH TOPRANK MARKETING

Make influencer
relations a priority
now.
Learn how Traackr’s IRM capabilities can enable your brand to
effectively manage, measure and scale its influencer strategy.

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